Delivery of different services through client devices by video and interactive service provider

ABSTRACT

A system that handles delivery of services through a client device, includes a video and interactive service provider and the client device. The video and interactive service provider inserts a plurality of trigger identifiers at different event opportunities in media content and transmits a media stream of the media content that includes programming media content and non-programming media content, to the client device. The client device detects the inserted trigger identifiers in the media content, renders overlay graphics on the media content in response to the detection of the inserted trigger identifiers, and activates at least one of input devices in vicinity of the client device or the rendered overlay graphics. The client device receives trigger responses over an activated overlay graphic, via the activated input devices and displays an interactive view on the client device, to enable delivery of services in response to the received trigger responses.

CROSS-REFERENCE TO RELATED APPLICATIONS/INCORPORATION BY REFERENCE

This Application makes reference to, and claims priority to, and claimsbenefit from U.S. Application Ser. No. 62/511,190, which was filed onMay 25, 2017.

This Application also makes reference to:

U.S. application Ser. No. ______ (Attorney Docket No. TBS-1054); andU.S. application Ser. No. ______ (Attorney Docket No. TBS-1060);

Each of the above stated patent applications is hereby incorporatedherein by reference in its entirety.

FIELD OF TECHNOLOGY

Certain embodiments of the present disclosure relate to television andbroadcasting technologies for streaming media networks. Morespecifically, certain embodiments of the present disclosure relate todelivery of different services through various client devices.

BACKGROUND

Recent technological advancements in broadcasting and media deliverytechnologies have paved the way for promoters to target relevantaudiences across different media networks, such as linear networks, VODnetworks, and mobile networks, with promotional content of products orservices. Such media networks maintain a curated repository of mediacontent that is delivered to users across different media platformsunder ownership of the media network. The media content is distributedaccording to a schedule with slots dedicated to the promotional contentof products or services. Such slots can be placed between two segmentsof the media content or over a defined region of the media content. Theaudience that engages with the media content is served with suchpromotional content.

The media networks that are owners of the media content, provideviewership information of served promotional content to associatedpromotional networks. However, such viewership information obscures theintent or interest of target audience to subscribe to the products orservices upon watching associated promotional content. Additionally,promoters that prefer to target certain audiences for granular periodsof time in a day, require intent or interest of a user in associatedproduct or services for such granular periods of time. For example, arestaurant chain may wish to target audiences at different periods oftime, such as before breakfast time, lunch time, and dinner time, toraise possibility of users to purchase products items from therestaurant. Moreover, such promoters may request to improve the intentof target audience to purchase promoted products or services, which maybe a technically challenging task.

Currently, the ability to measure intent and further improve the intentin a way that encourages each target audience member to purchase productitems is performed via detection of impressions or clicks on a promotedmedia content. However, with varying attention span of audience members,such impressions or clicks result in lower conversion rates. Theimpressions or clicks are considered an imperfect measure of intent in atime when audience members have a transient attention span. The currenttechnological solutions are inefficient to measure the intent orinterest of users to purchase products or services that are promotedthrough the promotional content. The transient attention span of atarget audience affects the conversion of the target audience. Thus,advanced systems may be required that may transform that transientattention to selective sustained attention for viewed promotionalcontent.

Further limitations and disadvantages of conventional and traditionalapproaches will become apparent to one of skill in the art, throughcomparison of such systems with some aspects of the present disclosureas set forth in the remainder of the present application with referenceto the drawings.

BRIEF SUMMARY OF THE DISCLOSURE

Systems and methods are provided for delivery of different servicesthrough various client devices by a video and interactive serviceprovider, substantially as shown in and/or described in connection withat least one of the figures, as set forth more completely in the claims.

These and other advantages, aspects, and novel features of the presentdisclosure, as well as details of an illustrated embodiment thereof,will be more fully understood from the following description anddrawings.

BRIEF DESCRIPTION OF SEVERAL VIEWS OF THE DRAWINGS

FIG. 1 is a block diagram that illustrates an exemplary networkenvironment for delivery of different services through various clientdevices, in accordance with an exemplary embodiment of the disclosure.

FIG. 2 is a block diagram that illustrates an exemplary triggermanagement system that handles insertion and activation of triggeridentifiers in media content, in accordance with an exemplary embodimentof the disclosure.

FIG. 3 is a flow diagram that illustrates data exchange among theexemplary video and interactive service provider of FIG. 2, an exemplaryclient device, and a content producer/primary distributor, in accordancewith an embodiment of the disclosure.

FIGS. 4A and 4B, collectively depict a first exemplary scenario thatillustrates a client-side presentation of overlay graphics and receiptof trigger response over presented overlay graphics, via an inputdevice, in accordance with an embodiment of the disclosure.

FIG. 5 depicts a second exemplary scenario that illustrates client-sidepresentation of overlay graphics and receipt of trigger response overpresented overlay graphics, via a trigger input rendered on a secondarydevice paired with client device, in accordance with an embodiment ofthe disclosure.

FIG. 6 depicts a third exemplary scenario that illustrates client-sidepresentation of overlay graphics and receipt of trigger response overpresented overlay graphics based on a direct user selection of presentedoverlay graphics, in accordance with an embodiment of the disclosure.

FIG. 7 depicts a fourth exemplary scenario that illustrates client-sidepresentation of overlay graphics and receipt of voice responses overpresented overlay graphics, handled by a smart conversational agent, inaccordance with an embodiment of the disclosure.

FIGS. 8A, 8B, 8C, 8D, and 8E are flowcharts that collectively illustratea method for delivery of different services through various clientdevices, in accordance with an embodiment of the disclosure.

FIG. 9 is a conceptual diagram that illustrates an example of a hardwareimplementation for the trigger management system of FIG. 1 that employsa processing system for delivery of different services through variousclient devices through various client devices, in accordance with anexemplary embodiment of the disclosure.

DETAILED DESCRIPTION OF THE DISCLOSURE

Certain embodiments of the disclosure may be found in a system andmethod that handles delivery of a service through a client device or asecondary device paired with the client device. Examples of thedifferent services may include, but is not limited to a service that maybe delivered through the client device 132 may be an (over-the-top) OTTservice through internet, a service that can be delivered throughbroadcast networks on different client devices, such as (AdvancedTelevision Systems Committee) ATSC smart TVs (e.g., ATSC 3-enabled TV),presentable (audio-visual) services, consumable services, onlineservices, purchase service, or other access independent services ordependent services. Also, different client devices, through whichdifferent services may be delivered, may be an ATSC smart TV capable ofreading watermarks for a broadcast implementation, a set top box, aninternet-based television, a smartphone, a tablet, and the like. Insteadof an OTT service, different services may be delivered via an enabledset-top, ATSC3 TV, or Smart TV with Automatic Content Recognition (ACR),or a legacy TV with a smart second device that is cable of decoding anaudio watermark.

Various embodiments of the disclosure include a system that may includea video and interactive service provider and the client device. Thevideo and interactive service provider may include one or moreprocessors. Similarly, the client device may include a processor. Theone or more processors at the interactive service provider may beconfigured to insert a plurality of trigger identifiers at a pluralityof event opportunities in media content that includes programming mediacontent and non-programming media content. The plurality of eventopportunities may correspond to a plurality of candidate time intervalsin a playback duration of the media content. The one or more processorsmay be further configured to transmit a media stream of the mediacontent to the client device, via a communication network.

The processor in the client device may be configured to detect theinserted plurality of trigger identifiers in the media content in theplayback duration of the media content at the client device. Theprocessor may be further configured to render a plurality of overlaygraphics on the media content within the plurality of candidate timeintervals and activate at least one of one or more input devices invicinity of the client device or the rendered plurality of overlaygraphics. The processor may be further configured to receive one or moretrigger responses over an activated overlay graphic rendered on themedia content in the playback duration. Such one or more triggerresponses may be received via the activated one or more input devices.The processor may be further configured to display an interactive view(e.g., an interactive interface) on the client device, to enabledelivery a service(s) in response to the received one or more triggerresponses. Such delivery of the service(s) may be enabled at the clientdevice in communication with a fulfillment server that may fulfill thedelivery of the service(s) to increase a user engagement to select theservice(s). For example, the service(s) may include, but is not limitedto at least one of a direct payment, a direct transaction, or a directnotification for selected at least one product offering or at least oneservice offering, and a direct update of the selected at least oneproduct offering or the at least one service offering on a shoppingcart, a personalized list, a social platform, or a combination thereof.

In accordance with an embodiment, the one or more processors may befurther configured to receive a request for analysis of the mediacontent. The request for the analysis may be followed by an insertion ofthe plurality of trigger identifiers at the plurality of eventopportunities in the media content.

In accordance with an embodiment, the one or more processors may befurther configured to fingerprint the programming media content and thenon-programming media content and generate fingerprint information forthe programming media content and the non-programming media content. Thefingerprint information may include at least one of acoustic fingerprintinformation and video fingerprint information for different segments ofthe programming media content and the non-programming media content.Such different segments may include audio frames or image frames of theprogramming media content and the non-programming media content.

In accordance with an embodiment, the one or more processors may befurther configured to insert at least one of a plurality of digitalwatermarks into an audio portion or a video portion of the media contentor a plurality of digital fingerprints of the audio portion or the videoportion of the media content. Such plurality of digital watermarks orthe plurality of digital fingerprints are inserted at the plurality ofevent opportunities in the media content. The one or more processors maybe further configured to generate watermark information that may includemetadata for at least one of an acoustic watermark or a video watermarkinserted between different segments of the media content. The generatedwatermark information may correspond to at least digital watermarkinserted into the audio portion or the video portion of the mediacontent. At the client device, the processor may be configured to detectat least one of the inserted plurality of digital watermarks or theplurality of digital fingerprints in the playback duration of the mediacontent at the client device. Such detection may be executed on at leastone of the client device or at a proxy server that operates, on behalfof the client device, as an intermediary server operating between theclient device and the video and interactive service provider.

In accordance with an embodiment, each event opportunity may correspondto a specified event in the media content and the specified event maycorrespond to at least one of start credits, end credits, lull points,time-based marked regions, location-based marked regions, context-basedmarked regions, explicit scene start and end, and product placementopportunities, within the media content. Each trigger identifier of theplurality of trigger identifiers may be at least one, but not limitedto, of Society of Cable and Telecom Engineers (SCTE) 35 triggers,playlists (e.g., .m3u8 playlist), manifest tags (e.g., .mpd manifesttags), SCTE-104 triggers, Nielsen ID3 tags, inaudible beacons, imagebeacons, and data beacons.

In accordance with an embodiment, the processor in the client device maybe further configured to pair up the one or more input devices availablein vicinity of the client device or the secondary device paired with theclient device. The one or more input devices may be paired via at leastone of a Bluetooth network, a Wi-Fi network, an internet-based network,a wired local network, and an ad hoc network. In some embodiments, thepaired/unpaired input device may be enabled with a virtual voiceassistant on at least one of the client device and the secondary devicepaired with the client device. The paired/unpaired input device, whichis enabled with the virtual voice assistant, may be configured toactively wait and listen for a trigger identifier in an audio portion ofthe media content.

In accordance with an embodiment, the processor in the client device maybe further configured to instruct the virtual voice assistant to detectat least one beacon within the playback duration of the programmingmedia content/watermark/trigger recognizer. The processor in the clientdevice may be further configured to facilitate a conversation with auser associated with the client device, to receive a trigger responsefrom the user. The trigger response may be received through a user'sspeech input.

In accordance with an embodiment, the non-programming media content mayinclude promotional media content for at least one of a product offeringor a service offering. The promotional media content may include atleast one of graphical content, textual content, video content, oranimated content.

In accordance with an embodiment, the processor in the client device maybe further configured to execute a check to decide whether to activatethe one or more paired/unpaired input devices from a set of inputdevices, the render plurality of overlay graphics on the media content.The decision is based on the check executed on a defined criteria thatis associated with records of previous service requests for theplurality of event opportunities on which the at least one service wasdelivered in past. The defined criteria may include at least one of auser-defined constraint, an inventory constraint, and a specifiedthreshold count of trigger responses for a product offering or a serviceoffering promoted by the non-programming media content.

In accordance with an embodiment, the one or more processors may befurther configured to instruct a delivery of notifications on at leastone of the client device or the secondary device paired with the clientdevice, in response to the received one or more trigger responses. Theone or more trigger responses may correspond to one or more userinteractions that may be received based on at least one of a touchinput, a gesture input, a haptic input, and a voice command input.

FIG. 1 is a block diagram that illustrates an exemplary networkenvironment for delivery of different services through various clientdevices, in accordance with an exemplary embodiment of the disclosure.With reference to FIG. 1, there is shown a network environment 100 thatincludes a content producer/primary distributor 102. The contentproducer/primary distributor 102 may include an ad agency 104, a studio106, and a pre-produced master content store 108. There is further shownan video and interactive service provider 110, which may include atrigger management system 112, a non-programming media content store114, a media analysis system 116, and a user manager 118. The triggermanagement system 112 may include a fingerprinting system 120 and awatermarking system 122. Similarly, the non-programming media contentstore 114 may include a graphic overlay manager 124 and awatermark/fingerprint/trigger registry 126. Also, the video andinteractive service provider 110 may include a programming content store128 and a media encoder/packager 130.

There is further shown a client device 132, a secondary device 134, anda display 136. In some embodiments, the display 136 may be a separatedevice communicatively coupled to the client device 132. In otherembodiments, the display 136 may be integrated with the client device132. There is further shown a content/watermark/trigger recognizer 138and interactive service provider partners 140, which may include anoverlay ad server 142, and a fulfillment server 144. The aforementionedcomponents in the network environment 100 may be communicatively coupledto each other, via a communication network 146.

The content producer/primary distributor 102, the video and interactiveservice provider 110, the client device 132, and the interactive serviceprovider partners 140 may together be a part of a system of networks,devices, and/or circuitries, interconnected to each other via thecommunication network 146. Although not shown in FIG. 1, the video andinteractive service provider 110 may include one or more processors andthe client device may also include a processor. The one or moreprocessors of the video and interactive service provider 110 and theprocessor of the client device 132, may be configured to execute all theoperations of the video and interactive service provider 110 and theclient device 132, respectively. The operations may be inclusive of allthe operations described in the present disclosure as well as otheroperations that is omitted from the disclosure for the sake of brevity.

The content producer/primary distributor 102 may be a server or adistributed network of servers that may be managed, owned, and operatedby a producer entity or a primary distributor entity. The contentproducer/primary distributor 102 may store and distribute media content,which includes programming media content (e.g., television shows, liveprograms, trailers, movies, etc.) as well as non-programming mediacontent (e.g., advertisement videos, graphic advertisements (e.g., bugs,logos, banners, tickers, popups, ⅓^(rd) graphics, etc.), promotionalvideos, and promotional audio, etc.). Also, the content producer/primarydistributor 102 may prepare, package, and distribute the media content(programming and/or non-programming) to different networks that servethe media content to different client devices, through a secure (oropen) content delivery network. The content producer/primary distributor102 may include the ad agency 104, the studio 106, and the pre-producedmaster content store 108 coupled to the ad agency 104 and the studio106.

The ad agency 104 may be a content producer that creates, plans, andhandles different tasks associated with production and distribution ofnon-programming media content (which may be advertisements or otherpromotional content). The ad agency 104 may produce commercial videos,radio commercials, online advertisements, out-of-home advertisements,and the like, based on an advertising campaign that may be specified bya product/service promoter or owner.

The studio 106 may be a platform that facilitate content producers tocreate, edit, curate, and/or package different types of non-programmingmedia content for distribution to different programming networks (e.g.the video and interactive service provider 110) that stream programmingmedia content to different client devices (e.g., the client device 132).In some embodiments, the studio 106 may be an application platform thatmay be configured to produce media content and curate the produced mediacontent for distribution to different programming networks.

The pre-produced master content store 108 may be a media server or adistributed network of media servers, which may be a part of a contentdelivery network for producers/distributors of the media content. Thepre-produced master content store 108 may be configured to receiveproduced and/or curated media content (e.g., TV shows, live shows,movies, video ads, promotions videos, graphics (e.g., bugs, logos,⅓^(rd) graphics, banners, etc.,), promotional audio, etc.) from the adagency 104 and the studio 106. The pre-produced master content store 108may be further configured to maintain a curated repository of mediacontent that is received from the ad agency 104, the studio 106, orother content production and distribution platforms.

The video and interactive service provider 110 may be a distributionnetwork (e.g., a television network or a media streaming network) aswell as a service network (e.g., an affiliate network for the contentproducer/primary distributor 102 or the interactive service providerpartners 140). As a distribution network (content), the video andinteractive service provider 110 may handle production, curation, anddistribution of media content that includes programming media contentpackaged along with non-programming media content (which may be receivedfrom, e.g., the content producer/primary distributor 102 or othersources). The video and interactive service provider 110 may storeprogramming media content along with other programming ornon-programming assets (e.g. media content received from the contentproducer/primary distributor 102). The distribution of media content maybe managed via different delivery channels, which may be managed by thevideo and interactive service provider 110, for example, broadcastchannels (e.g., as per Advanced Television Systems Committee (ATSC) 2,ATSC 3, or other standards), internet-based media streaming channels,web channels, podcast channels, radio channels, and the like. As themedia content (programming and/or non-programming) received from thecontent producer/primary distributor 102 may have not been prepared forfinal distribution to the client device, the video and interactiveservice provider 110 may mark locations in the media content, for adbreaks, edits for TV if there is objectionable content, and furtherconvert the media content as per distribution formats, via the mediaencoder/packager 130.

As a service network, the video and interactive service provider 110 mayhandle delivery of different (or similar) service(s) over the mediacontent as the media content is delivered and played through differentclient devices or media player applications. The video and interactiveservice provider 110 may include a server or a distributed network ofservers executing different operations on media content (programming ornon-programming) received from different content producers/primarydistributors (e.g., the content producer/primary distributor 102).Different operations may be executed based on requirements of differentvideo service providers. The requirements may include, but are notlimited to at least one of media content (programming ornon-programming) analysis, watermarks insertion, fingerprintsgeneration, trigger identifiers insertion, or a combination thereof. Themedia content (programming or non-programming) may be received fromdifferent content producers/primary distributors (e.g., the contentproducer/primary distributor 102) and a modified version of the mediacontent (after execution of different operations) may be packaged withthe prepared programming media content for delivery of a media stream tothe client device 132.

The trigger management system 112 may comprise suitable logic,circuitry, and interfaces that may be configured to fingerprint and/orschedule insertion of different watermarks in media content (programmingand/or non-programming) received from the content producer/primarydistributor 102. The fingerprints and watermarks may be utilized at theclient device 132 to present interactive options over programming ornon-programming media content (e.g., promotional graphics or promotionalvideos) streamed at the client device 132. The trigger management system112 may be implemented as a computational circuitry or as a set ofinstructions that are executed on a computational circuitry on one ormore servers of the video and interactive service provider 110.

The non-programming media content store 114 may be a server, adistributed network of servers, or a set of applications that areexecuted on the server or the distributed network of servers. Theoperations of the non-programming media content store 114 may be handledby the video and interactive service provider 110. The non-programmingmedia content store 114 may be configured to manage overlay of graphicalassets on different client devices (e.g., the client device 132) andfurther maintain a database of watermark information, fingerprintinformation, or event information for different types of information(e.g., trigger identifiers, watermarks, or fingerprints) inserted in themedia content (programming or non-programming).

The media analysis system 116 may comprise suitable logic, circuitry,and interfaces that may be configured to determine the one or more eventopportunity points (e.g., time slots in media content) associated withthe media content (programming or non-programming) that is received froma content producer/primary distributor, such as the contentproducer/primary distributor 102. The media analysis system 116 may befurther configured to identify information associated with differentsegments (e.g., specific portions, specific scenes, POD durations,commercial breaks, etc.) in the media content. The information may beidentified based on analysis of a context, a user preference, or adefined goal (associated with flights of an advertisement campaign) ofdifferent segments in the media content (programming and/ornon-programming). Such information may include different attributes, forexample, a duration, a tag or metadata, a suitable overlay asset for anevent opportunity, a total number of event opportunities in a segment,and the like. The determined one or more event opportunity points andassociated information may be transmitted to the trigger managementsystem 112 (e.g., stored in an event opportunity store (not shown inFIG. 1)) and the non-programming media content store 114.

The user manager 118 may comprise suitable logic, circuitry, andinterfaces that may be configured to manage processes and requests thatmay be associated with user preferences, user activities (or userfootprints), user selections, or user profiles across different clientdevices (e.g., the client device 132). Such user preferences, useractivities, user selections, or user profiles may be stored and managedas user-related data in a user database (not shown in FIG. 1). Theuser-related data may be received as structured and relational orunstructured and non-relational data from one or more data sources. Theuser database may comprise suitable logic, circuitry, and interfacesthat may be configured to store and manage the user-related data in realtime. The user-related data may comprise at least a set ofuser-authentication data, a subscription data, user preferences, userattributes (e.g., demographic profile (e.g., age, gender, location,income details, etc.) and user footprints (e.g., cookies-based data)that defines user activities on applications/client devices associatedwith a user. Every time a user request is received by the video andinteractive service provider 110 to stream the programming media contentto a client device (e.g., the client device 132), the user request maybe routed to the user manager 118. In certain implementations, the usermanager 118 may be configured to facilitate transactions or paymentsmade on options delivered over the programming media content inconjunction with a transaction system.

The fingerprinting system 120 may comprise suitable logic, circuitry,and interfaces that may be configured to fingerprint an audio portionand/or a video portion of the media content (programming and/ornon-programming media content) that may be received from a specificcontent producer/primary distributor (e.g., the content producer/primarydistributor 102). The fingerprinting system 120 may generate fingerprintinformation, which may include at least one of acoustic fingerprintinformation or video fingerprint information for different fragments (orselected audio or image frames) of the media content. The generatedfingerprint information for a non-programming asset may be utilized touniquely identify and detect playback of a non-programming asset atdifferent client devices (e.g., the client device 132).

The watermarking system 122 may comprise suitable logic, circuitry, andinterfaces that may be configured to insert digital watermarks(perceptible or imperceptible) in an audio portion and/or a videoportion of the media content (programming and/or non-programming)received from a specific content producer/primary distributor (e.g., thecontent producer/primary distributor 102). The watermarking system 122may generate watermark information, which may include metadata for atleast one of an acoustic watermark or a video watermark inserted betweendifferent fragments (or selected audio or image frames) of the mediacontent. The generated watermark information for a programming ornon-programming asset may be utilized to uniquely identify and detectplayback of a programming or non-programming asset at different clientdevices (e.g., the client device 132).

The graphic overlay manager 124 may comprise suitable logic, circuitry,and interfaces that may be configured to manage an overlay scheduledatabase for a repository of overlay graphics (e.g., logos, bugs,banners, tickers, ⅓^(rd) graphics, sliders, etc.). The overlay schedulemay be generated and delivered to the graphic overlay manager 124 by thetrigger management system 112 based on a plurality of eventopportunities identified (or pre-specified) in the media content.Alternatively, the overlay schedule may be shared by the interactiveservice provider partners 140. The overlay schedule database may includedetails of what to overlay, when to overlay, for what duration tooverlay and how that overlay should be presented at different devices(e.g., the client device 132).

The watermark/fingerprint/trigger registry 126 may comprise suitablelogic, circuitry, and interfaces that may be configured to manage adatabase or a set of databases for different types of informationreceived from the fingerprinting system 120, the watermarking system122, and/or a trigger scheduler (not shown in FIG. 1). The differenttypes of information may include fingerprint information, watermarkinformation, and event information for each portion (or asset) in mediacontent. Such types of information may be utilized to search formetadata and details of an event trigger that is detected at differentclient devices (e.g., the client device 132). The event trigger maycorrespond to an event opportunity, details of which may be specified atthe watermark/fingerprint/trigger registry 126.

The programming content store 128 may be a media server or a distributednetwork of media servers, which may be a part of a programming contentdelivery network that is handled by the video and interactive serviceprovider 110. The programming content store 128 may be a curatedrepository of different media assets, which includes programming mediaassets along with non-programming media content, received from thepre-produced master content store 108 of the content producer/primarydistributor 102. In case a user request for programming media content isreceived, the programming content store 128 may be configured to deliverdifferent programming media assets (e.g., episodes of different shows,movies, trailers, etc.) along with non-programming media content (e.g.,video ads, audio ads, overlay graphics, or other promotional content,etc.) to the media encoder/packager 130.

The media encoder/packager 130 may comprise suitable logic, circuitry,and interfaces that may be configured to package different programmingmedia assets to obtain programming media content that may be furtherpackaged with non-programming media content at different eventopportunities in the media content. The media encoder/packager 130 maybe further configured to insert a plurality of trigger identifiers(e.g., Society of Cable and Telecom Engineers (SCTE)-35 triggers,SCTE-104 triggers, Nielsen ID3 tags, inaudible beacons, data beacons,etc.). The plurality of trigger identifiers may be further utilized totrigger different user options at client devices (e.g., the clientdevice 132)). The media encoder/packager 130 may be further configuredto encode the packaged media content and encapsulate the encoded mediacontent in a media stream (e.g., a media stream that includes H.264video stream and AAC audio stream or an MPEG-2 TS stream (where MPEGstands for Moving Pictures Experts Group)). Such media stream may thenbe delivered to different client devices (e.g., the client device 132)via the communication network 146.

The client device 132 may comprise suitable logic, circuitry, andinterfaces that may be configured to request the video and interactiveservice provider 110 to stream programming media content at the clientdevice 132. The client device 132 may also request the video andinteractive service provider 110 to stream programming media content(e.g., TV shows, live matches, movies, etc.) along with further requestsfor activation of trigger inputs (overlaid graphical buttons or physicalinput devices) to engage (e.g., purchase, sell, bid, share, etc.) withnon-programming media content presented along with the programming mediacontent. Such trigger inputs may be activated for various eventopportunities in the programming media content, for example, televisionprogramming or on-demand shows (e.g. dramas, movies, etc.), at a displayview of the client device 132. Examples of the client device 132 mayinclude, but are not limited to a Set-Top-Box (STB), an (internetprotocol television) IPTV, a hybrid box, a cable converter, asmartphone, a laptop, and a tablet, a smart TV, a digital media player(for example, “Fire” TV, “Apple” TV, etc.). Also the client device 132,through which different services may be delivered, may be an ATSC smartTV capable of reading watermarks for a broadcast implementation, a settop box, an internet-based television, a smartphone, a tablet, a set-topbox, an ATSC3 TV, or a Smart TV with ACR (automatic contentrecognition), or a legacy TV with a smart second device that is cable ofdecoding an audio watermark.

In some embodiments, the client device 132 may execute the playback ofthe programming media content via the display 136 that may be aperipheral device or integrated with the client device 132. Examples ofthe display 136 may include, but not limited to a television display(e.g. Liquid Crystal Display (LCD), Light Emitting Diode (LED) display,organic light emitting diodes (OLED) display, plasma display, Thin-FilmTransistor (TFT) display, etc.) a projector screen, a computer monitor,a three dimensional (3D) display, and an (Augmented Reality/VirtualReality (AR/VR display).

The secondary device 134 may comprise suitable logic, circuitry, andinterfaces that may be configured to display trigger inputs (overlaidgraphic buttons) in response to an event trigger that occurs based on adetection of a trigger identifier with the playback of the media content(programming and/or non-programming) at the client device 132.Additionally, the secondary device 134 may be configured to displaynotifications, payment options, or, promotional content, via at leastone delivery platform accessible on the secondary device 134. The one ormore delivery platforms may correspond to a communication exchangeplatform that may incorporate visual, audible, or executable data toserve notifications or associated promotional content on the secondarydevice 134. Example of the one or more delivery platforms may include,but not limited to an Email platform, a mobile messaging platform, awebpage, a podcast, and a push notification. Examples of the secondarydevice 134 may include, but not limited to smartphones, tablets,phablets, smart watches, smart glasses, and smart speakers with orwithout artificially intelligent (AI) conversational agents. In somecases, the secondary device 134, for e.g., as a smart conversationalagent, may be configured to detect the audio watermark itself and maynot rely on the client device 132 for detection.

The content/watermark/trigger recognizer 138 may comprise suitablelogic, circuitry, and interfaces that may be configured to identifytrigger identifiers, inserted watermarks, or media content based onfingerprints at the client device 132. Such identifications may be donebased on a direct integration of a media application (operational on theclient device 132) with the video and interactive service provider 110.Alternatively stated, the content/watermark/trigger recognizer 138 maydetect and/or identify information associated a trigger identifier, aninserted watermark, or a fingerprint while the programming media content(along with non-programming media content) is played at the clientdevice 132. The content/watermark/trigger recognizer 138 may communicatewith the video and interactive service provider 110, via a set of callsor other instructions (e.g., API calls), to identify information (e.g.,event information, watermark information, fingerprint information, etc.)in response to a detection of an event trigger at the client device 132.

The interactive service provider partners 140 may be a group of servicenetworks (e.g., different affiliate networks) that may have partnershipsand affiliations with the video and interactive service provider 110and/or the content producer/primary distributor 102. The interactiveservice provider partners 140 may include a server or a distributednetwork of servers that may serve overlay advertisement graphics (ormedia content) to the client device 132 in response to request from theclient device. Also, the different operations on media content(programming or non-programming) for different video and interactiveservice providers (e.g., the video and interactive service provider110). Different operations may be executed based on requirements ofdifferent video and interactive service providers.

The overlay ad server 142 may comprise suitable logic, circuitry, andinterfaces that may be configured to design or produce and distributeoverlay graphics along with associated metadata to the client device 132in response to requests received from the client device 132. Arepository of overlay graphics (e.g., bugs, logos, tickers, banners,sliders, ⅓^(rd) graphics, full screen graphics, etc.) may also bemaintained at the overlay ad server 142.

The fulfillment server 144 may comprise suitable logic, circuitry, andinterfaces that may be configured to deliver a service (e.g., paymentservice, order service, bid/reverse bidding service, registration,subscription, social sharing, etc.) to a user in response to a requestfrom the client device 132.

The communication network 146 may comprise suitable logic, circuitry,and interfaces that may be configured to manage a plurality of networkports and a plurality of communication channels for transmission andreception of communication data (for e.g. media streams, request data,metadata, database files, web data, etc.). The communication data maycorrespond to data received and/or exchanged among the contentproducer/primary distributor 102, the video and interactive serviceprovider 110, the client device 132, the secondary device 134, thecontent/watermark/trigger recognizer 138, and the interactive serviceprovider partners 140, via the communication network 146. Each networkport may correspond to a virtual address (or a physical machine address)for transmission and reception of the communication data. For example,the virtual address may be an Internet Protocol version 4 (IPV4) or anInternet Protocol version 6 (IPV6) address, and the physical address maybe a media access control (MAC) address. An application layer may beassociated with the communication network 146 for implementation ofcommunication protocols on one or more communication requests from atleast one of the one or more computing devices. Examples of thecommunication protocol may include, but not limited to a HypertextTransfer Protocol (HTTP), a File Transfer Protocol (FTP), a Simple MailTransfer Protocol (SMTP), a Domain Name Server (DNS) protocol, and aCommon Management Information Protocol (CMIP) Over Transmission ControlProtocol/Internet Protocol TCP/IP (CMOT).

The communication channels may include, but are not limited to, awireless channel, a wired channel, a combination of wireless and wiredchannel thereof. The wireless or wired channel may be associated with adata standard which may be defined by one of a Local Area Network (LAN),a Personal Area Network (PAN), a Wireless Local Area Network (WLAN), aWireless Sensor Network (WSN), a Wireless Area Network (WAN), and aWireless Wide Area Network (WWAN). Additionally, the wired channel maybe selected on the basis of bandwidth criteria. For example, an opticalfiber channel may be used for a high bandwidth communication, and acoaxial cable (or Ethernet-based communication channel) may be used formoderate bandwidth communication. In one scenario, the communicationnetwork 146 may be an internet based network. For such networks, adelivery standard may be used, for example, National Television SystemCommittee (NTSC), (Phase Alternating Line) PAL, Sequential Color withMemory (SECAM), Moving Picture Experts Group (MPEG), and (Digital VideoBroadcasting) DVB-S/DVB-S2 or (Integrated Services Digital Broadcasting)ISDB-S. Although, only a single communication network has beenillustrated in FIG. 1, there may be more than one communication networksthat may or may not share resources to optimally deliver programmingcontent and other non-programming content to various connected clientdevices.

In operation, a request (i.e. a user-initiated or an automatic clientinitiated request) may be transmitted by the client device 132 to thevideo and interactive service provider 110, via the communicationnetwork 146. A media application may be installed at the client device132. The media application may be managed by the video and interactiveservice provider 110. The request may be made for an instructed deliveryand playback of programming media content at the client device 132.

In some embodiments, along with the request, the client device 132 maytransmit request information, such as user information, constraintinformation (e.g., device constraints, network constraints,user-specified constraints, etc.), stored/collected user preferences(e.g., favorite shows, preferred products/services, frequently/recentlysearched terms, etc.) to the video and interactive service provider 110.The request information may further include user attributes (e.g.,demographic details (such as age, gender, income bracket, and location),and digital footprints (i.e., traceable, inferred or analyzed digitalactivities, actions, contributions, and communications on internet ordigital devices (such as the client device 132 or the secondary device134). The request along with the request information may be stored in auser database of the user manager 118 present in a network of the videoand interactive service provider 110.

In some embodiments, the client device 132 may be communicativelycoupled to a proxy server (not shown in FIG. 1) that acts as anintermediary between the client device 132 and at least one of thecontent producer/primary distributor 102, the video and interactiveservice provider 110, the content/watermark/trigger recognizer 138, orthe interactive service provider partners 140. All the requests from theclient device 132 may be parsed, processed, and/or routed by the proxyserver to at least the content producer/primary distributor 102, thevideo and interactive service provider 110, thecontent/watermark/trigger recognizer 138, or the interactive serviceprovider partners 140.

The content producer/primary distributor 102 may be configured totransmit media content (programming and/or non-programming, for e.g., TVshows, live shows, movies, advertisement videos, graphic advertisements(e.g., bugs, logos, banners, tickers, popups, ⅓rd graphics, etc.),promotional videos, promotional audio, etc.) to the video andinteractive service provider 110. The non-programming media content mayinclude promotional media content for at least one of a product offeringor a service offering. The promotional media content may include atleast one of graphical content, textual content, video content, oranimated content. The programming and/or non-programming media contentmay be transmitted by the content producer/primary distributor 102 in anattempt to increase user engagement with the non-programming mediacontent that may be played along with programming media content at theclient device 132. Examples of the programming media content mayinclude, but are not limited to episodes of different shows, movies,live matches, trailers, program recap, programs to be aired, programhighlights, sports highlight, sports analysis, news feed, or othertelevision programming, and on-demand shows (e.g. pre-produced or liveshows, etc.).

The video and interactive service provider 110 may be configured toreceive the media content from the content producer/primary distributor102 (i.e., from the pre-produced master content store 108 of the contentproducer/primary distributor 102). The video and interactive serviceprovider 110 may be further configured to receive the request, for mediaanalysis, fingerprinting, and/or watermark insertion in thenon-programming media content, from the content producer/primarydistributor 102.

The media analysis system 116 may be configured to analyze the mediacontent received from the content producer/primary distributor 102 toidentify slots, contextual points, product placement opportunities,etc., in the media content. More specifically, the media analysis system116 may be configured to analyze the programming media content (i.e., TVshows, movies, etc.) to look for non-programming content, such as brandlogos, but may also look for more contextually relevant opportunities,such as a coffee scene or a breakfast scene, or a restraint scene. Suchcontextually relevant opportunities may translate to ad or offerplacement opportunities that may be relevant to an advertiser and anon-programming media element can be overlaid at the contextuallyrelevant opportunity, e.g, a burger order logo (user-selectable) over abreakfast scene. The media analysis system 116 may also analyzeadvertisements so as to enable such advertisements interactive at thetime of presentation on the client device 132.

In some embodiments, the media analysis system 116 may implement acontent recognition service (not shown in FIG. 1) that may be configuredto execute operations associated with content recognition on thenon-programming media content received from different contentproducers/content distributors (e.g., the content producer/primarydistributor 102). The content recognition service may operate on astatistical signal processing engine that may execute operations for therecognition of non-programming assets (e.g., video advertisements, etc.)in the programming media content. The content recognition service mayfurther identify different attributes (e.g., audio or videofingerprints) of the non-programming media assets (as part ofnon-programming media content) through implementation of a technique,such as acoustic fingerprinting, digital watermarking, and digital videofingerprinting. In certain implementations, supervised or unsupervisedmachine learning, deep learning, neural network, or artificiallyintelligence based techniques may be implemented to facilitate precisedetermination of different attributes of the media items in the mediacontent. In certain embodiments, the content recognition service may beimplemented on a specialized circuitry or an application at the triggermanagement system 112. For such implementations, the content recognitionservice may utilize computational resources of a graphical processingunit (GPU) at the trigger management system 112.

After the analysis, different features along with metadata and otherdetails of different programming or non-programming assets (as part ofthe media content) may be identified by the media analysis system 116.Examples of the different features may include, but not limited tocontextual information of different scenes/portions of a programmingasset, a point in time to trigger an overlay over a programming or anon-programming asset, a suitable position in a non-programming assetwhere an overlay may be placed, or other playback information (e.g.,playback duration, start/end time stamps, etc.). The contextualinformation may be a context of a scene, for example, sports, health,baby products, car promo, and the like. A record of the analysis may beupdated in the trigger management system 112 and the trigger managementsystem 112 may store the record generated post the analysis of the mediacontent.

In some embodiments, the received request from the contentproducer/primary distributor 102 may also include information thatspecifies a type of detection that should be used at the client device132. The type of detection may include, but not limited to triggeridentifier detection, watermark detection, fingerprint detection,tags-based detection, or a combination thereof. Based on the type ofdetection, the video and interactive service provider 110 may insertfingerprint, watermark, or associate tags with the programming mediacontent. In other embodiments, in absence of such information with thereceived request, the video and interactive service provider 110 may beconfigured to optimally select a type of detection suitable forexecution at the client device 132. The programming content store 128may be configured to store the non-programming media content along withthe programming media assets (e.g., individual episodes, segments, orcurated portions of shows, live content, or pre-packaged content) at theprogramming content store 128. The non-programming media content may befurther transferred to the media encoder/packager 130.

For a trigger identifier detection, a trigger scheduler (not shown inFIG. 1) in the video and interactive service provider 110 may beconfigured to generate a plurality of trigger identifiers (e.g., atrigger identifier may include “255” or “32” bytes of information thatincludes at least an asset or event identifier (ID)). When detected,such trigger identifiers may indicate a plurality of event opportunitiesin a playback duration of media content (programming and/ornon-programming) that may be streamed at the client device 132. Theevent opportunities may correspond to candidate time intervals, whichmay be pre-specified or identified in real time or near time based on ananalysis of the programming media content. Such event opportunity maycorrespond to a specified event in the programming media content andsuch specified event may correspond to, but are not limited to, startcredits, end credits, lull points, time-based marked regions,location-based marked regions, context-based marked regions, explicitscene start and end, and product placement opportunities, within theprogramming media content. The trigger scheduler may also generate eventinformation for each generated trigger identifier. The event informationmay include, but are not limited to, asset ID of a non-programming mediaasset, an overlay position, a graphic asset that may be overlaid, anoverlay duration, and an IP address of the overlay ad server 142, and/orother presentation attributes.

The trigger scheduler may be further configured to insert the pluralityof trigger identifiers (e.g., Society of Cable and Telecom Engineers(SCTE)-35 triggers, SCTE-104 triggers, Nielsen ID3 tags, inaudiblebeacons, data beacons, etc.) at a plurality of event opportunities(specified in an event opportunity store (not shown in FIG. 1)) in themedia content packaged by the media encoder/packager 130. In some cases,the packaged media content may have a client manifest or a manifest withtrigger tags or metadata timeline, which may be transmitted along with amedia stream of the packaged media content. The manifest may be used tostream fragments and may include the plurality of trigger identifiersalong with the trigger metadata (e.g. trigger duration, trigger endtime, trigger start time, etc.). The trigger scheduler may be furtherconfigured to store the generated event information associated with eachtrigger identifier in the watermark/fingerprint/trigger registry 126(that is a part of video and interactive service provider 110).

In certain embodiments, the video and interactive service provider 110may also include a tagging system (not shown in FIG. 1). The taggingsystem may place one or more tags with the non-programming mediacontent. Such tags may render more control over personalization ofinteractivity (e.g., delivery of services, interactive graphics overlayover ads or programs, etc.) at the client device 132. Such tags may beinvoked at the client device 132 while the non-programming media contentis played at the client device 132. Each tag may include, but is notlimited to, at least a pointer for a defined playback duration in acandidate time interval (e.g., “00:33:43”-“00:35:43” or “2 minutes” from“00:33:43”), information (e.g., IP address, permission, etc.) to accessthe overlay ad server 142. The tags (or a metadata of the tags) may betransmitted along with a client manifest that may be created by themedia encoder/packager 130. In some cases, the tags may be embedded inthe audio portion or the video portion of the media content. The clientmanifest may be interpreted at the client device 132 and the one or moretags present along with the client manifest may be represented by atleast one of a signal, a beacon, a SCTE-35 message, a marker, textualinformation, binary information, visual information, aural information,and the like.

In certain embodiments, the video and interactive service provider 110may be further configured to modify one or more of the plurality oftrigger identifiers inserted in the packaged media content at the mediaencoder/packager 130. For example, in event of a request from anadvertiser that wants to target a specific user, one or more triggeridentifiers may be modified by the video and interactive serviceprovider 110 prior to (or even after) streaming the media content to theclient device 132. The modifications may include, but are not limitedto, resetting the position of the trigger identifier in the packagedmedia content, a deletion of a trigger identifier previously inserted inthe packaged media content, a change in metadata of the triggeridentifier (e.g., trigger ID), and the like. In other embodiments,instead of modification, the video and interactive service provider 110may be configured to add a new trigger identifier at an eventopportunity in the packaged media content. The video and interactiveservice provider 110 may be configured to generate event information foreach modified trigger identifier or each new trigger identifier added inthe packaged media content. After every modification or update, thevideo and interactive service provider 110 communicates the generatedevent information and/or an event log (which includes a list ofmodifications) for an update at the watermark/fingerprint/triggerregistry 126. The watermark/fingerprint/trigger registry 126 may includedatabases that may be sorted, curated, updated, and structured such thatin event of a call (e.g., an API-call) from the client device 132, asearch may be executed in such databases to extract information (e.g.,event information) that corresponds to detected trigger identifier atthe client device 132.

In accordance with an embodiment, for a watermark detection orfingerprint detection at the client device 132, the trigger managementsystem 112 may be configured to insert at least one of a plurality ofdigital watermarks into an audio portion or a video portion of the mediacontent, or a plurality of digital fingerprints in the audio portion orthe video portion of the media content. Such plurality of digitalwatermarks or the plurality of digital fingerprints may be inserted atthe plurality of event opportunities in the media content. Morespecifically for the fingerprint detection, the fingerprinting system120 in the trigger management system 112 may be configured tofingerprint different segments (e.g., contextual points, productplacement opportunities, ads, etc.) of the media content and generatefingerprint information for the different segments of the media content.The fingerprint information may include at least one of acousticfingerprint information or video fingerprint information (thatcorresponds to an inserted fingerprint) for different segments (orselected audio or image frames) of the media content.

The generated fingerprint information for a non-programming asset may beutilized to uniquely identify and detect playback of a non-programmingasset (or an upcoming event opportunity) on different client devices(e.g., the client device 132). As an example, the acoustic fingerprintinformation may include, but not limited to an average zero crossingrate, an estimated tempo, an average spectrum, a spectral flatness, andprominent tones across a set of frequency bands, a bandwidth, and aspectrogram for a segment of the audio portion. Similarly, the videofingerprint information may include, but not limited to, histogram data,intensity information, motion vectors, feature points extracted based onapplication of at least one of Scale Invariant Feature Transform (SIFT),Speeded Up Robust Features (SURF), Oriented Brief and Fast (ORB), andHistogram of Oriented Gradients (HOG), and the like.

In accordance with another embodiment, for the watermark detection, thewatermarking system 122 may be configured to insert a plurality ofdigital watermarks (perceptible or imperceptible) in an audio portionand/or a video portion of the programming media content at differentevent opportunities in the media content. The watermarking system 122may generate watermark information, which may include metadata for atleast one of an acoustic watermark or a video watermark inserted betweendifferent fragments (or selected audio or image frames) of the mediacontent. The generated watermark information may correspond to at leastdigital watermark inserted into the audio portion or the video portionof the media content. The generated watermark information for anon-programming asset in the media content may be utilized to uniquelyidentify and detect playback of such asset (or an upcoming eventopportunity) on the client device 132. The watermark information mayfurther include details (e.g., title, duration, start time, end time,tags, etc.) of an asset in the media content. The trigger managementsystem 112 may be further configured to store the generated fingerprintinformation and the watermark information in thewatermark/fingerprint/trigger registry 126.

In some cases, the watermarks and/or fingerprints may be primarilyintended for the programming media content to identify events fortriggers. The non-programming assets may be typical fingerprinted orwatermarked to detect playback for tracking or in the case thenon-programming content is overlaid in the broadcast distribution tomake it interactive on the enabled client devices (e.g., the clientdevice 132). As an example, in a TV show with a beach scene,fingerprints, watermarks, or trigger identifiers, may be generated for apositive sentiment beach scene. Such fingerprints, watermarks, ortrigger identifiers may indicate an event opportunity for which apersonalized travel or vacation offer may be served on the client device132, for viewers that may like going to the beach. Thewatermark/fingerprint/trigger registry 126 may also store informationaround non-programming content, such as a promotional overlay for a newTV show, to enable the video and interactive service provider 110 tokeep a track of users who may have viewed the promotional overlay forthe new TV show. The video and interactive service provider 110 may alsoallow the user (through the client device 132 or other input devices) toact upon the promotional overlay, such as scheduling a DVR recording oradding it to the watch list.

The media encoder/packager 130 may be further configured to prepare themedia content (i.e., obtained after insertion of at least one of triggeridentifiers, digital watermarks, or digital fingerprints), which mayinclude the programming media content packaged with the non-programmingcontent. More specifically, during preparation, different programmingmedia assets may be packaged with different non-programming media assets(as part of the non-programming media content) at different eventopportunities. The packaging may be done such that differentnon-programming media assets are inserted at pre-assigned spots presentin between different programming media assets.

The media content that is prepared by the media encoder/packager 130 mayinclude, but is not limited to, VOD media content, linear media content,live media content, VOD to VOD programming media content, VOD to liveprogramming media content, live to live programming media content, liveto VOD programming media content, or a combination thereof. Such diversetypes of programming media content may be generated based onimplementation of functions on a client manifest generated by a dynamicmanifest generator (not shown in FIG. 1) present with the mediaencoder/packager 130.

The media encoder/packager 130 may be further configured to transmit amedia stream (of the media content) that comprises the programming mediacontent and the non-programming media content to the client device 132,via the communication network 146. At least one of the plurality ofdigital watermarks, the plurality of digital fingerprints, or theplurality of trigger identifiers may be present at the plurality ofevent opportunities in the media content. The media stream may begenerated by encapsulation of the packaged media content (inserted withtrigger identifiers) in a transport stream based on a digital streamingprotocol or a real time streaming protocol (RTSP)). Examples of thedigital streaming protocol may include, but are not limited to, HTTPLive Streaming (HLS), Adaptive Bitrate Streaming (ABR), MPEG-DASH,Smooth Streaming, and HTTP Dynamic Streaming (HDS), or a suitabledigital streaming protocol.

At the client-end, the client device 132 may be configured to receivethe media stream of the media content, via the communication network146. In some embodiments, instead of the client device 132, a proxyserver may receive the media stream of the packaged media content andfurther transmit the same media stream to the client device 132, via thecommunication network 146. Upon reception, the client device 132 mayexecute playback operations (e.g., decoding media content, renderinguser interface, loading non-graphical and graphical elements,initializing player, displaying decoded media content on a playerwindow, etc.) for the programming media content on the display 136associated with the client device 132.

The plurality of trigger identifiers may be associated with the mediacontent (e.g., provided in the client manifest or embedded in the mediastream that includes the programming and/or the non-programming content)that is streamed at the client device 132. In some cases, digitalwatermarks (e.g., audio or video watermarks generated by thewatermarking system 122) may be present/inserted at different candidatepoints (or event opportunities in the media content. Also, in othercases, digital fingerprints (audio or video fingerprints generated bythe fingerprinting system 120) may be present/inserted in the mediacontent.

In certain embodiments, the client device 132 may be configured todecide whether there is a requirement of fingerprint detection orwatermark detection. In cases where there is a requirement offingerprint detection and/or watermark detection, the client device 132may be configured to detect at least one of the inserted plurality ofdigital watermarks or the plurality of digital fingerprints (ofdifferent segments or scenes, which may render an event opportunity) inthe playback duration of the media content (programming ornon-programming) at the client device 132. Such detection may beexecuted on at least one of the client device 132 or at a proxy serverthat operates, on behalf of the client device 132, as an intermediaryserver operating between the client device 132 and the video andinteractive service provider 110. Such decision to detect at least oneof the inserted digital watermarks or the inserted plurality of digitalfingerprints may be further instructed by the video and interactiveservice provider 110 via a set of instructions (e.g., API-instructions)to the client device 132. Also, in some cases, the client application(or the media application) operational on the client device 132 andresponsible for playback of the media content may lack the capability todetect and recognize at least one of the inserted plurality of triggeridentifiers, the inserted plurality of digital watermarks or the digitalfingerprints in the media content. Therefore, in such cases, the clientdevice 132 may be configured to request the content/watermark/triggerrecognizer 138 to detect and recognize at least one of the insertedplurality of trigger identifiers, the inserted plurality of digitalwatermarks, or the digital fingerprints in the media content, while theclient application is playing the media content on the display 136.

The content/watermark/trigger recognizer 138 may detect at least one ofthe inserted plurality of digital watermarks or the inserted pluralityof digital fingerprints in the media content, through at least one ofthe client device 132 or the secondary device 134. For the detecteddigital watermarks and digital fingerprints, thecontent/watermark/trigger recognizer 138 may utilize the functionalitiesto identify information (e.g., watermark information and fingerprintinformation, etc.) associated with the detected digital watermarksand/or digital fingerprints. Such information may include details ofwhat to do, when the detection occurs, and where to request forinformation on the next action. For example, detection of a digitalaudio watermark may lead to determination of a watermark ID (255 bytes).The watermark ID may be insufficient for the client device 132 toexecute an action, such as contacting the overlay ad server 142,retrieving the overlay graphics, presenting the retrieved overlaygraphics, and activating the trigger inputs (input devices or overlaytrigger inputs). Therefore, the content/watermark/trigger recognizer 138may be configured to transmit a request to watermark/fingerprint/triggerregistry 126 to determine at least one of the fingerprint information orthe watermark information for detected digital fingerprints, anddetected digital watermarks, respectively. In some cases, the requestmay be transmitted through instruction calls raised by a proxy server onbehalf of the client device 132.

The watermark/fingerprint/trigger registry 126 may be configured toreceive the request from the content/watermark/trigger recognizer 138.Further, in response to the received request, thewatermark/fingerprint/trigger registry 126 may be configured to searchfor at least one of fingerprint information or the watermark information(whichever is requested) for detected digital fingerprints and detecteddigital watermarks, respectively. The watermark/fingerprint/triggerregistry 126 may be further configured to communicate the fingerprintinformation and the watermark information back to the client device 132,for detected digital fingerprints and detected digital watermarks,respectively.

In other cases where there is a requirement of trigger identifierdetection instead of fingerprint detection or watermark detection, thecontent/watermark/trigger recognizer 138 may be configured to detect oneor more of the inserted plurality of trigger identifiers in the playbackduration of media content (programming or non-programming). Suchdecision to detect one or more trigger identifiers of the insertedplurality of trigger identifiers may be further instructed by one of thevideo and interactive service provider 110. Such instruction may be madeto exercise an improved control of interactivity (e.g., presentation ofdifferent overlays, trigger options, and letting the user engage betterwith a presented opportunity) at the client device 132. The detection ofa trigger identifier may lead to determination of an event ID (255bytes). The event ID may be insufficient for the client device 132 toexecute an action, such as contacting the overlay ad server 142,retrieving the overlay graphics, presenting the retrieved overlaygraphics, and activating the trigger inputs (input devices or overlaytrigger inputs). Therefore, the client device 132 may be furtherconfigured to transmit a request to the watermark/fingerprint/triggerregistry 126 to determine event information for one or more detectedtrigger identifiers. In response to the request, thewatermark/fingerprint/trigger registry 126 may be configured to searchfor event information for the one or more detected trigger identifiersin the triggers registry and communicate the event information to theclient device 132 for the one or more detected trigger identifiers.

In some cases, the client device 132 may be configured to receive thecommunicated fingerprint information or the watermark information fromthe watermark/fingerprint/trigger registry 126. In other cases, theclient device 132 may be configured to receive the event information forthe one or more detected trigger identifiers from thewatermark/fingerprint/trigger registry 126. The fingerprint information,the watermark information, or the event information may includeinstructions (or other metadata) that may specify at least an address(e.g., IP address) of the overlay ad server 142, an asset identifier(ID) of an overlay graphic that has to be presented at the eventopportunity, permission information, and the like. The permissioninformation, for example, may be information to access data from theoverlay ad server 142. For each event opportunity, the client device 132may seek permissions to present an overlay graphic on the display 136,from the graphic overlay manager 124 at the video and interactiveservice provider 110 or the overlay ad server 142.

In response to permission requests, the client device 132 may receive,from the graphic overlay manager 124, decisions (based on the overlayschedule) regarding whether to present an overlay graphic on the display136 for a detected event opportunity (specified by a watermark, afingerprint, or a trigger identifier). In some embodiments, the decisionregarding whether to act upon the event opportunity may be taken basedon a defined criteria. The defined criteria may include, but is notlimited to a retrieved set of user-preferences, a defined goal in aflight (defined by the video and interactive service provider 110), ameasured or known user attention span, time constraints, inventoryconstraints, user-defined constraints, and a combination thereof.

For example, the defined goal may include, but not limited to a definedvalue of cost per thousand impressions (CPM), a click through rate(CTR), cost per sale (CPS), and a reach target. Similarly, the timeconstraints may include, but are not limited to a limited duration forwhich the user may stay online and stream the programming media content,a limit to a total number of candidate time intervals (eventopportunities) in the programming media content, and an averageattention span of the user. The limit on user availability for theduration of programming media content may also set a limit on the numberof candidate time intervals in a limited duration of the programmingmedia content.

The inventory constraints may include, but are not limited to anavailability of overlay graphics that can be presented in the identifiedcandidate time interval and a limit on a number of overlay graphics thatmatches up to the parameters in the request information. Theuser-defined constraints may include but are not limited to a constrainton number of advertisements, a cap on number of times a productadvertised may be rendered purchasable, a content filter for a specificviewer (for example, filter content that is not intended for young kidsand teenagers (below the age of 18 years).

The client device 132 may be further configured to transmit a request tothe overlay ad server 142, to transmit overlay graphics for the eventopportunities for which the permissions to present overlay graphics (anddeliver services) have been granted by the video and interactive serviceprovider 110 or the graphic overlay manager 124. The overlay ad server142 may be configured to receive the request from the client device 132and in response to the received request, the overlay ad server 142 maytransmit overlay graphics (along with graphic metadata) to the clientdevice 132. More specifically, the overlay ad server 142 may receiveasset ID (or trigger ID and event ID) for each event opportunity forwhich permission to overlay graphics and render different services hasbeen granted. The overlay ad server 142 may be further configured tosearch for overlay graphics that may match the asset ID (or trigger IDand event ID). In some cases, the overlay ad server 142 (or the graphicoverlay manager 124 at the video and interactive service provider 110)may also specify (in the graphic metadata) different types of servicesthat can be delivered through each overlay graphic, via the clientdevice 132.

On receipt of the overlay graphics, the client device 132 may beconfigured to render a plurality of overlay graphics on the mediacontent (programming and non-programming) for a plurality of candidatetime intervals (corresponding to a plurality of event opportunities)within the playback duration of the media content. The plurality ofoverlay graphics may be rendered as a transparent layer placed on top(or sandwiched between different graphical layers) of the media content.An overlay graphic rendered on the media content may act as a triggerinput, or more specifically, a user-selectable option when activated atthe client device 132. However, in some cases, initially, the overlaygraphic rendered on the media content may be presented in a deactivatedstate. The overlay graphic may be a specific bug (i.e., a digitalon-screen graphic) for a product that is promoted in a non-programmingasset played at the client device 132, a graphical button, a productmark, and the like.

In some embodiments, the overlay graphics may be rendered on aninteractive view (i.e. an interactive platform or an interactiveviewable region) of a client application in the secondary device 134. Anotification may be served on the secondary device 134 and upon userselection of the served notification, the client application may pop upon the display screen of the secondary device 134 and an overlay graphic(e.g., an on-screen user-selectable button) may be displayed in theclient application interface. The decision to present an overlay graphicon the secondary device 134 may be taken by the video and interactiveservice provider 110, or the client device 132, based on usagestatistics of the secondary device 134, user accessibility to engagewith the overlay graphic (if activated) on the secondary device 134, andthe like.

The client device 132 may be further configured to search (or identify)for available set of input devices (wired or wireless) that may bepresent in the vicinity of the client device 132 or the secondary device134 paired with the client device 132. Example of an input device mayinclude, but not limited to, a TV remote, a smartphone, a haptic switch,a gesture sensor, a motion sensor, a smart speaker, a paired (orconnectable) microphone, or a specialized physical input device (e.g., abutton that is common for every product, or a product-specific button).Thereafter, the client device 132 may be further configured to pair upwith one or more of the set of input devices available in vicinity ofthe client device 132 or the secondary device 134 paired with the clientdevice 132. The client device 132 may pair up with one or more of theset of input devices, via a Bluetooth network, a Wi-Fi network, aninternet-based network, a wired local network, a wireless ad hocnetwork, and the like. In some cases, instead of pairing up, an inputdevice (e.g., a smart speaker) may listen to audio (or visual)markers/beacons/signals during the playback of the media content. Acheck may be further executed by the client device 132 to decide whetherto activate one or more input devices from the set of input devices, theoverlay graphics rendered on the media content or the overlay graphicsrendered at the secondary device 134.

The decision for activation may be taken based on the check executed ona defined criteria that is associated with records of previous servicerequests for event opportunities already on which services weredelivered in past. The defined criteria may include at least one of auser-defined constraint, an inventory constraint, and a specifiedthreshold count of trigger responses for a product offering or a serviceoffering promoted by the non-programming media content. For example, thecriteria may include that don't activate the paired/unpaired inputdevices for “x” product if the customer has already purchased “x”product yesterday. In some cases, the decisions may be taken to minimizean effect of disturbance or diversions in viewing experience for a userwho may wish to watch the programming media content without anydiversions caused by promotional content (or user selectable options).

The client device 132 may be further configured to activate at least oneof one or more input devices in vicinity of the client device 132 or therendered plurality of overlay graphics. At least one of the one or moreinput devices may be paired with the client device 132 or the secondarydevice 134. The activation may be done based on the decisions (based onthe defined criteria) taken by the video and interactive serviceprovider 110. The activation may be followed by a notification (e.g., anotification light that blinks on the TV remote when the TV remote isactivated to send a trigger response, a vibration pattern, a tone with aspecific pattern, an on-screen visual notification, etc.) to alert theuser associated with the client device 132 regarding the activation of apaired/unpaired input device, or a rendered overlay graphic. The overlaygraphic that is rendered on the display 136 may specify types ofservices that a user (associated with the client device 132) can availif selected through the activated input device(s) or overlay graphics.The types of services may include, but are not limited to a directpayment, a direct transaction, or a direct notification for a productoffering or a service offering, and a direct update of a selectedproduct offering or a service offering in a shopping cart, apersonalized list generation, sharing on a social platform, or acombination thereof. Different services that may be delivered throughthe client device 132 may be an OTT service through internet, a servicethat can be delivered through broadcast networks on different clientdevices, such as ATSC smart TVs (e.g., ATSC 3-enabled TV), presentable(visual, aural, etc.) services, consumable services, online services,purchase service, or other access independent services or dependentservices.

In some cases, the client device 132 may be configured to receive one ormore trigger responses over an activated overlay graphic on the mediacontent (during playback duration of the media content), via anactivated input device or an overlay trigger input (also referred to asan activated overlay graphic). The one or more trigger responses maycorrespond to one or more user interactions that are received based onat least one of, but not limited to, a touch input, a gesture input, ahaptic input and a voice command input. One or more notifications may bereceived on at least one of the client device 132 or the secondarydevice 134 paired with the client device 132, in response to thereceived one or more trigger responses. Also, more notifications may bedelivered when an overlay graphic or an input device is not enabledbased on the defined criteria, or when service is selected delivery, andthe like. The one or more notifications may be delivered by thefulfillment server 144 based on instructions of the video andinteractive service provider 110. Alternatively stated, the video andinteractive service provider 110 may be configured to instruct adelivery of the one or more notifications on at least one of the clientdevice 132 or the secondary device 134 paired with the client device132, in response to the received one or more trigger responses at theclient device 132.

In response to a receipt of the one or more trigger responses, theclient device 132 may be further configured to transmit a request to thefulfillment server 144 to deliver different services. Different servicesthat may be delivered through the client device 132 may be an(over-the-top) OTT service through internet, a service that can bedelivered through broadcast networks on different client devices, suchas ATSC smart TVs (e.g., ATSC 3-enabled TV), presentable (visual, aural,etc.) services, consumable services, online services, purchase service,or other access independent services or dependent services. Also,different client devices (e.g., the client device 132), through whichdifferent services may be delivered, may be an ATSC smart TV capable ofreading watermarks for a broadcast implementation, a set top box, aninternet-based television, a smartphone, a tablet, and the like. Thefulfillment server 144 may be configured to receive the request from theclient device 132 for delivery of services (or service offerings) thatwere promoted by the non-programming media content at the client device132. The fulfillment server 144 may deliver the services in response tothe received one or more trigger responses on the event opportunities inthe programming media content.

The client device 132 may be further configured to display aninteractive view (or an interactive platform, e.g., a payment page or ane-commerce web page, etc.) on the client device 132, to enable deliveryof the services in response to the received one or more triggerresponses. The delivery of the services may be enabled at the clientdevice 132 in communication with the fulfillment server 144 thatfulfills the delivery of the services to increase a user engagement toselect services. For example, the fulfillment server 144 may render ashopping cart with a product offering (promoted in the non-programmingmedia content at an event opportunity) selected based on a triggerresponse. In some cases, instead of a shopping cart, a selected productoffering may be directly ordered by the fulfillment server 144 based onpre-specified payment information and address information in the userdatabase.

A user who watches the programming media content on the client device132 may have a transient attention span (e.g., 5-10 seconds for an ad).The video and interactive service provider 110 may manage a delivery ofdifferent services (e.g., direct purchase (T-commerce), social sharing,subscriptions, etc.) through the client device 132 such that thetransient attention span is converted to a sustained attention span(e.g., 1 minute to 5 minutes for a duration of a commercial POD). Theintent to avail a service (promoted through the client device 132) mayincrease with a recurrent display and/or activation of differentuser-selectable options (i.e., activated overlay graphics on mediacontent or activation of paired/unpaired input devices) at the playbacktime of the media content. Also, such recurrent and prompt availabilityand activation of different user-selectable options may improve theuser's response time to engage with a service promoted through the mediacontent at the client device 132.

In an exemplary embodiment, the paired/unpaired input device may beenabled by use of a virtual voice assistant on at least one of theclient device 132 or the secondary device 134 paired with the clientdevice 132. Also, the virtual voice assistant may be accessible througha voice command device (e.g., a smart speaker). The paired/unpairedinput device may be configured to actively wait and listen for a triggeridentifier in the audio portion of the media content. The triggeridentifier in the audio portion may be an inaudible beacon (ultrasonicor infrasonic frequency range), an audible beacon, and the like. Thevoice command device or the virtual assistant may detect beacons withinthe playback duration of the programming media content and facilitate aconversation with the user to receive a trigger response from the user.The trigger response may be received through a user's speech input. Thevoice command device or the virtual assistant may communicate thetrigger response to the client device 132, which may further communicatethe trigger response to the fulfillment server 144. The fulfillmentsever 152 may be further configured to deliver services (offered withthe playback of the media content) based on the received triggerresponse in the conversation between the user and the voice commanddevice or the virtual assistant.

In certain embodiments, all the operations executed by the client device132 except the playback of media content on the display 136 may beexecuted by a proxy server (not shown in FIG. 1) on behalf of the clientdevice 132. Such execution may not affect the functional performance ofthe client device 132 or expected results from different operationsdescribed in FIG. 1, without a deviation from scope of the disclosure.

FIG. 2 is a block diagram that illustrates an exemplary triggermanagement system that handles insertion and activation of triggeridentifiers in media content, in accordance with an exemplary embodimentof the disclosure. FIG. 2 is explained in conjunction with elements fromFIG. 1. With reference to FIG. 2, there is shown a block diagram 200 ofthe trigger management system 112. The trigger management system 112 mayinclude a network interface 202, a content recognizer 204, a triggerscheduler 206, and an event opportunity store 208. The triggermanagement system 112 may also include the fingerprinting system 120 andthe watermarking system 122, as shown in FIG. 1.

The content recognizer 204 may comprise suitable logic, circuitry, andinterfaces that may be configured to execute operations associated withcontent recognition of programming or non-programming media contentreceived from different content producers/primary distributors (e.g.,the content producer/primary distributor 102). The content recognizer204 may operate as a statistical signal processing engine that mayexecute operations for the recognition of programming and/ornon-programming assets (e.g., video advertisements, overlay graphics(such as, bugs, logos, ⅓^(rd) graphics, banners, tickers, etc.) in themedia content. The content recognizer 204 may further identify differentattributes (e.g., audio or video fingerprints) of the programming and/ornon-programming media assets (as part of non-programming media content)through implementation of a technique, such as acoustic fingerprinting,digital watermarking, and digital video fingerprinting. In certainimplementations, supervised or unsupervised machine learning, deeplearning, neural network, or artificially intelligence based techniquesmay be implemented to facilitate precise determination of differentattributes of the media items in the media content. In certainembodiments, the content recognizer 204 may be implemented as aspecialized circuitry or an application at the trigger management system112. For such implementations, the content recognizer 204 may utilizecomputational resources of a graphical processing unit (GPU) at thetrigger management system 112.

The trigger scheduler 206 may comprise suitable logic, circuitry, andinterfaces that may be configured to generate a plurality of triggeridentifiers (e.g., a trigger identifier may include “255 bytes” ofinformation that includes at least an asset or event identifier (ID)).The trigger scheduler 206 may also generate event information for eachgenerated trigger identifier. The event information may include, but isnot limited to asset ID of a non-programming media asset, an overlayposition, a graphic asset that may be overlaid, an overlay duration, orother presentation attributes. The trigger scheduler 206 may be furtherconfigured to insert the plurality of trigger identifiers in the mediacontent at different event opportunities. The trigger scheduler 206 maybe further configured to store the generated event informationassociated with each trigger identifier in thewatermark/fingerprint/trigger registry 126.

The event opportunity store 208 may comprise suitable logic, circuitry,and interfaces that may be configured to store a scheduled list of eventopportunities (represented by candidate time intervals or on-screenregions in candidate time intervals) in the media content (programmingor non-programming). The scheduled list of event opportunities may bereceived from a scheduler system, the media analysis system 116, or maybe generated by the trigger management system 112 based on an analysisof the media content (programming or non-programming). Other operationsof the different components of the trigger management system 112 may beunderstood from FIGS. 3, 4A, 4B, 5 to 7, 8A to 8E, and 9.

FIG. 3 is a flow diagram that illustrates data exchange among theexemplary video and interactive service provider of FIG. 2, an exemplarymedia content streaming device, and a content producer/primarydistributor, in accordance with an embodiment of the disclosure. FIG. 3is explained in conjunction with elements from FIG. 1 and FIG. 2. Withreference to FIG. 3, there is shown a flow diagram 300 that specifies asequence of data exchange among the video and interactive serviceprovider 110, the client device 132, and the content producer/primarydistributor 102, for delivery of different services (e.g., OTT servicesthrough internet, services that can be delivered through broadcastnetworks on devices, such as ATSC smart TVs, presentable services,consumable services, online services, purchase service, or other accessindependent services or dependent services, etc.) through various clientdevices.

Initially, as the content producer/primary distributor 102 may havepartnerships and established communication channels (based oncontractual obligations), with the video and interactive serviceprovider 110, the content producer/primary distributor 102 may transmitmedia content 302 (programming and/or non-programming) to the video andinteractive service provider 110, through the communication network 146.The media content 302 may be transmitted for a media analysis,fingerprinting, digital watermarking, or insertion of triggeridentifiers at different event opportunities associated with the mediacontent 302.

The video and interactive service provider 110 may be further configuredto package the media content 302 with programming media content, toobtain a media stream 304. The video and interactive service provider110 may also insert trigger identifiers in the media stream 304 and thentransmit the media stream 304 along with a client manifest 306 to theclient device 132, via the communication network 146. Thereafter, theclient device 132 may be configured to execute the playback of the mediacontent 302, detect trigger identifiers, and further serve differentuser-selectable options (via overlay graphics or paired/unpaired inputdevices) to request different services (as described in FIG. 1) forproduct offerings/service offerings promoted with the playback of themedia content 302. A trigger response 308 may be further generated atthe client device 132 in response to the user-engagement with serveduser-selectable options. The client device 132 may be further configuredto transmit the trigger response 308 to the video and interactiveservice provider 110 (regarding further decisioning on what to do overthe trigger response 308). In response to the receipt of the triggerresponse 308, the video and interactive service provider 110 mayinstruct the fulfillment server 144 to deliver a service (specified inthe trigger response 308) though the client device 132 to the user. Thefulfillment server 144 may be configured to execute different tasks(e.g., payment, ordering, notifications, etc.) to deliver the requestedservice through the client device 132.

FIGS. 4A and 4B, collectively depict a first exemplary scenario thatillustrates a client-side presentation of overlay graphics and receiptof trigger response over presented overlay graphics, via an inputdevice, in accordance with an embodiment of the disclosure. FIGS. 4A and4B are explained in conjunction with elements from FIG. 1, FIG. 2, andFIG. 3. With reference to FIGS. 4A and 4B, there is shown a firstexemplary scenario that shows two different states at different timeinstants (i.e., a first state 400A and a second state 400B) in which apurchase service is rendered based on user-options activated whileprogramming media content is streamed and played onto the display 136.

In the first state 400A of FIG. 4A, a user 402 may be engaged inwatching programming media content (e.g., a favorite TV show) on atelevision channel (represented by a channel logo 404). An input device406 that is paired with the client device 132 may be held in the hand ofthe user 402. While an advertisement media 408 is played on the channel(represented by the channel logo 404), the client device 132 may presentan overlay graphic 410 (represented as a “buy option” in the FIG. 4A)and activate the input device 406 to purchase a product offering 412promoted in the advertisement media 408 presented onto the display 136.

In second state 400B of FIG. 4B that occurs after the first state 400Aof FIG. 4A, upon activation of the input device 406, a notificationlight 406A on the input device 406 may blink in accordance with aspecific pattern. Such blinking may alert the user 402 to act within aduration for which the input device 406 is activated. In an event wherethe button on the input device 406 is pressed (or selected), thefulfillment server 144 may receive a trigger response (which may includedetails of the selected product offering 412 and user details (e.g.,payment details, delivery address, etc.)). Upon receipt of the triggerresponse, the fulfillment server 144 may generate an interactive view(i.e., an interactive platform or page) that may be displayed onto thedisplay 136. The interactive view may show the selected product offering412 getting transferred to a shopping cart 414 and a confirmationmessage may pop up on the display 136. Upon confirmation, thefulfillment server 144 may be configured to complete a transaction andthe selected product offering 412 may be ordered for delivery.

FIG. 5 depicts a second exemplary scenario that illustrates client-sidepresentation of overlay graphics and receipt of trigger response overpresented overlay graphics, via a trigger input rendered on a secondarydevice paired with client device, in accordance with an embodiment ofthe disclosure. FIG. 5 is explained in conjunction with elements fromFIGS. 1, 2, 3, 4A, and 4B. With reference to FIG. 5, there is shown asecond exemplary scenario that shows a state 500 in which a purchaseservice is rendered based on user-options activated whilenon-programming media content is streamed and played on the display 136.

In the state 500, a user 502 may be engaged in watching programmingmedia content (e.g., favorite TV show) on a television channel(represented by a channel logo 504), and the non-programming mediacontent may be presented at a certain point in the programming mediacontent. A smartphone 506 (i.e., the secondary device 134) that ispaired with the client device 132 may be held in the hand of the user502. While the non-programming media content, such as an advertisementmedia 508, is played on the channel (represented by the channel logo504), an overlay graphic 510 (which is represented by a “graphicalbutton”) is rendered onto the display of the smartphone 506 and thesmartphone 506 is activated to purchase a product offering 512 promotedin the advertisement media 508 and presented on the display 136.

Upon activation, the smartphone 506 may respond by generating anotification (e.g., a vibration, a light blink, screen blink, a tone,etc.). Such notifications may alert the user 502 to act within aspecified duration for which the smartphone 506 is activated. In anevent where the overlay graphic 510 on the smartphone 506 is pressed (orselected), the fulfillment server 144 may receive a trigger response(which may include details of the selected product offering 512 and userdetails (e.g., payment details, delivery address, etc.)). Upon receiptof the trigger response, the fulfillment server 144 may generate aninteractive view (i.e., an interactive platform or interactive page)that may be displayed onto the display 136. The interactive view mayshow the selected product offering 512 getting transferred to a shoppingcart 514 and a confirmation message may pop up on the display 136. Uponconfirmation, the fulfillment server 144 may be configured to complete atransaction and the selected product offering 512 may be ordered fordelivery. Thus, an advanced system is provided that transforms atransient attention to selective sustained attention for viewedpromotional content (e.g. the advertisement media 508 played on thechannel) and enables the selected product offering 512, to be purchased,without moving away from the channel (represented by the channel logo504.

FIG. 6 depicts a third exemplary scenario that illustrates client-sidepresentation of overlay graphics and receipt of trigger response overpresented overlay graphics based on a direct user selection of presentedoverlay graphics, in accordance with an embodiment of the disclosure.FIG. 6 is explained in conjunction with elements from FIGS. 1, 2, 3, 4A,4B, and 5. With reference to FIG. 6, there is shown a third exemplaryscenario that shows a state 600 in which a purchase service is renderedbased on user-options activated while non-programming media content isstreamed and played on a touch screen device.

In the state 600, a user 602 may be engaged in watching programmingmedia content (e.g., favorite TV show) on a television channel(represented by a channel logo 604). A tablet 606 (i.e., an integrationof the client device 132 and the display 136) may be held in the hand ofthe user 602. While an advertisement media 608 is played on the channel(represented by the channel logo 604) at a certain point of theprogramming media content, an overlay graphic 610 (which is representedby a “graphical button”) may be rendered onto the touch display of thetablet 606. Thereafter, the tablet 606 may be activated to purchase aproduct offering 612 promoted in the advertisement media 608.

Upon activation, the tablet 606 may respond by generating a notification(e.g., a vibration, a light blink, screen blink, a tone, etc.). Suchnotifications may alert the user 602 to act within a specified durationfor which the tablet 606 is activated. In an event where the overlaygraphic 610 is selected by a touch input on the touch screen of thetablet 606, the fulfillment server 144 may receive a trigger response(which may include details of the selected product offering 612 and userdetails (e.g., payment details, delivery address, etc.)). Upon receiptof the trigger response, the fulfillment server 144 may generate aninteractive view (i.e., an interactive platform, page, or UI) that maybe displayed onto the tablet 606. The page may show the selected productoffering 612 getting transferred to a shopping cart 614 and aconfirmation message may pop up on the tablet 606. Upon confirmation,the fulfillment server 144 may be configured to complete a transactionand the selected product offering 612 may be ordered for delivery.

FIG. 7 depicts a fourth exemplary scenario that illustrates client-sidepresentation of overlay graphics and receipt of voice responses overpresented overlay graphics, handled by a smart conversational agent, inaccordance with an embodiment of the disclosure. FIG. 7 is explained inconjunction with elements from FIGS. 1, 2, 3, 4A, 4B, 5, and 6. Withreference to FIG. 7, there is shown a fourth exemplary scenario 700 inwhich a purchase service is rendered based on activation of a smartconversational agent while programming or non-programming media contentis streamed and played onto the display 136.

Initially, a user 702 may be engaged in watching programming mediacontent (e.g., favorite TV show) on a television channel (represented bya channel logo 704). A smart speaker 706 that includes (or is accessibleto) a virtual voice assistant may be paired (or may be unpaired butactive) with the client device 132. Also, instead of the smart speaker706, the virtual voice assistant may be active on the secondary device134. Both the smart speaker and/or the virtual voice assistant may bepresent in an audible range in the vicinity of the client device 132.The smart speaker 706 may be configured to actively wait and listen fora trigger identifier (e.g., an inaudible beacon) in the audio portion ofthe programming or non-programming media content. Thereafter, at acertain time point based on the trigger identifier, an advertisementmedia 708 (or in some cases, a programming media, e.g., a TV show thatpoints to a product placement opportunity) for a product offering 710 isplayed on the channel (represented by the channel logo 704). Theinaudible beacon (i.e., a trigger identifier) present in the audioportion of the advertisement media 708 may be received by the smartspeaker 706, via a set of microphones in the smart speaker 706, duringplayback of the audio portion of the advertisement media 708. Uponreceipt of the inaudible beacon, the virtual voice assistant in thesmart speaker 706 may detect the inaudible beacon during the playbackduration of the advertisement media 708 and facilitate a conversationwith the user 702 to receive a trigger response from the user 702.

The virtual conversational agent may start the conversation bydescribing about the product offering 710 presented onto the display136. Such conversation may alert the user 702 to act within a durationfor which the smart speaker 706 is activated. In an event where a voiceresponse is said by the user 702 to purchase the product offering 710 inthe conversation, the virtual conversational agent may confirm an orderfor the product offering 710 and the client device 132 may display ashopping cart 712 where the product offering 710 is added. In othercases, the virtual conversational agent may confirm an order for theproduct offering 710 through the conversation with the user 702. Theclient device 132 may further transfer the voice response from the user702 as a trigger response to the fulfillment server 144. The fulfillmentserver 144 may receive a trigger response (which may include details ofthe selected product offering 710 and user details (e.g., paymentdetails, delivery address, etc.)). Upon receipt of the trigger response,the fulfillment server 144 may be configured to complete a transactionand the selected product offering 710 may be ordered for delivery.

FIGS. 8A, 8B, 8C, 8D, and 8E are flowcharts that collectively illustratea method for delivery of different services through various clientdevices, in accordance with an embodiment of the disclosure. FIGS. 8A,8B, 8C, 8D, and 8E are explained in conjunction with elements from FIGS.1, 2, 3, 4A, 4B, 5, 6, and 7. With reference to FIGS. 8A, 8B, 8C, 8D,and 8E, there is shown a flowchart. The flowchart may depict a methodthat starts from 802 and proceeds to 804.

At 804, programming and/or non-programming media content may betransmitted to the video and interactive service provider 110. Thecontent producer/primary distributor 102 may be configured to transmitthe programming and/or non-programming media content to the video andinteractive service provider 110.

At 806, programming and/or non-programming media content along with therequest for media analysis and trigger identifier insertion in theprogramming and/or non-programming media content may be received. Thevideo and interactive service provider 110 may be configured to receivethe programming and/or non-programming media content along with therequest for media analysis and trigger identifier insertion in theprogramming and/or non-programming media content.

At 808, media analysis may be executed on the received programmingand/or non-programming media content in response to a request receivedfrom the content producer/primary distributor 102. The media analysissystem 116 (of the video and interactive service provider 110) may beconfigured to execute a media analysis on received programming and/ornon-programming media content in response to a request received from thecontent producer/primary distributor 102.

At 810, it may be determined whether it is required to fingerprint orwatermark the programming and/or non-programming media content. Thevideo and interactive service provider 110 may be configured todetermine whether it is required to fingerprint or watermark theprogramming and/or non-programming media content. In a case where thereis a requirement, control passes to 820. Otherwise, control passes to812.

At 812, fingerprint information may be generated for the receivedprogramming and/or non-programming media content. The fingerprintingsystem 120 (of the video and interactive service provider 110) may beconfigured to generate fingerprint information for the receivedprogramming and/or non-programming media content.

At 814, watermarks may be inserted in the received programming and/ornon-programming media content. The watermarking system 122 may beconfigured to insert the watermarks in the received programming and/ornon-programming media content.

At 816, generated fingerprint information and watermark information maybe stored in the watermark/fingerprint/trigger registry 126. The triggermanagement system 112 (of the video and interactive service provider110) may be configured to store the generated fingerprint informationand watermark information in the watermark/fingerprint/trigger registry126.

At 818, received programming and/or non-programming media content thatis inserted with watermarks along with fingerprint information may bestored in the programming content store 128. The video and interactiveservice provider 110 may be configured to store the received programmingand/or non-programming media content that is inserted with watermarksalong with fingerprint information in the programming content store 128.

At 820, trigger identifiers along with the event information for eachtrigger identifier may be generated for insertion in the programmingand/or non-programming media content. The trigger management system 112(specifically, the trigger scheduler 206) may be configured to generatethe trigger identifiers along with the event information for eachtrigger identifier for insertion in the programming and/ornon-programming media content.

At 822, trigger identifiers may be inserted in the media content atdifferent event opportunities. The trigger scheduler 206 (of the triggermanagement system 112) may be configured to insert the triggeridentifiers in the media content (that includes programming and/ornon-programming media content) at different event opportunities.

At 824, the event information associated with each trigger identifiermay be stored in the watermark/fingerprint/trigger registry 126. Thetrigger management system 112 may be configured to store the eventinformation associated with each trigger identifier in thewatermark/fingerprint/trigger registry 126.

At 826, trigger identifiers or event information associated with atrigger identifier that is inserted in the media content at eventopportunities may be added or modified. The video and interactiveservice provider 110 may be configured to add or modify triggeridentifiers or event information associated with a trigger identifierthat is inserted in the media content at event opportunities.

At 828, a media stream that includes the packaged media content insertedwith the trigger identifiers may be transmitted to the client device132. The video and interactive service provider 110 may be configured totransmit the media stream that includes the packaged media content(inserted with the trigger identifiers) to the client device 132.

At 830, the media stream that includes the packaged media contentinserted with the trigger identifiers may be received at the clientdevice 132. The client device 132 may be configured to receive the mediastream that includes the packaged media content (inserted with thetrigger identifiers) from the video and interactive service provider110.

At 832, inserted trigger identifiers may be detected in the playbackduration of the programming media content at the client device 132. Theclient device 132 may be configured to request thecontent/watermark/trigger recognizer 138 to detect inserted triggeridentifiers in the playback duration of the programming media content atthe client device 132.

At 834, a request may be transmitted to thewatermark/fingerprint/trigger registry 126 to determine eventinformation for one or more detected trigger identifiers. The clientdevice 132 may request the content/watermark/trigger recognizer 138 torequest the watermark/fingerprint/trigger registry 126 to determineevent information for one or more detected trigger identifiers.

At 836, the request to determine event information for one or moredetected trigger identifiers may be received. The video and interactiveservice provider 110 may be configured to receive the request todetermine event information for one or more detected triggeridentifiers.

At 838, event information for one or more detected trigger identifiersmay be searched in the watermark/fingerprint/trigger registry 126. Thetrigger management system 112 may be configured to search on eventinformation for one or more detected trigger identifiers in thewatermark/fingerprint/trigger registry 126.

At 840, the event information may be communicated to the client device132 for one or more detected trigger identifiers. The trigger managementsystem 112 may be configured to communicate the event information to theclient device 132 for one or more detected trigger identifiers.

At 842, the communicated event information may be received for one ormore detected trigger identifiers. The client device 132 may beconfigured to receive the communicated event information for one or moredetected trigger identifiers.

At 844, it may be determined whether it is required to present overlaygraphics at event opportunities for which event information is received.The client device 132 may be configured to determine whether it isrequired to present overlay graphics at event opportunities for whichevent information is received. In a case where a requirement exists,control passes to 846. Otherwise, control passes to 832.

At 846, a request may be transmitted to the overlay ad server 142 totransmit overlay graphics for received event information on eventopportunities. The client device 132 may be configured to transmit therequest to the overlay ad server 142 to transmit overlay graphics forreceived event information on event opportunities.

At 848, the request to transmit overlay graphics for received eventinformation on event opportunities may be received. The overlay adserver 142 may be configured to receive the request to transmit overlaygraphics for received event information on event opportunities.

At 850, the overlay graphics may be transmitted along with graphicmetadata to the client device 132. The overlay ad server 142 may beconfigured to transmit the overlay graphics along with graphic metadatato the client device 132.

At 852, the overlay graphics may be rendered as user-selectable optionson at least the client device 132 or the secondary device 134 pairedwith the client device 132, at event opportunities in the programmingmedia content. The client device 132 may be configured to render theoverlay graphics as user-selectable options on at least the clientdevice 132 and the secondary device 134 paired with the client device132, at event opportunities in the programming media content.

At 854, an input device that is in vicinity of the client device 132 orthe secondary device 134 may be paired with the client device 132. Theclient device 132 may be configured to pair an input device that is invicinity of the client device 132 or the secondary device 134 with theclient device 132.

At 856, it may be determined whether it is required to activate theinput device or the rendered overlay graphic at event opportunities. Theclient device 132 may be configured to determine whether it is requiredto activate the input device or the rendered overlay graphic at eventopportunities. In a case where a requirement exists, control passes to858. Otherwise, control passes to 832.

At 858, the input device may be activated while the overlay graphics aredisplayed at event opportunities in the playback duration of theprogramming media content on the client device 132 or the secondarydevice 134 paired with the client device 132. The client device 132 maybe configured to activate the input device while the overlay graphicsare displayed at event opportunities in the playback duration of theprogramming media content on the client device 132 or the secondarydevice 134 paired with the client device 132.

At 860, one or more trigger responses may be received for one or moreevent opportunities, via the activated input device or rendered overlaygraphics. The client device 132 may be configured to receive the one ormore trigger responses for one or more event opportunities, via theactivated input device or rendered overlay graphics.

At 862, a request may be transmitted to the fulfillment server 144 todeliver services based on received one or more trigger responses. Theclient device 132 may be configured to transmit the request to thefulfillment server 144 to deliver services (e.g., direct purchase of aproduct offering promoted by a non-programming asset on the clientdevice 132) based on received one or more trigger responses.

At 864, the request may be received from the client device 132 fordelivery of services based on received one or more trigger responses.The fulfillment server 144 may be configured to receive the request fromthe client device 132 for delivery of services based on received one ormore trigger responses.

At 866, services may be delivered in response to the received one ormore trigger responses on event opportunities in the programming mediacontent. The fulfillment server 144 may be configured to deliverservices in response to the received one or more trigger responses onevent opportunities in the programming media content.

At 868, one or more notifications may be delivered on at least one ofthe client device 132 or the secondary device 134 paired with the clientdevice 132, in response to the delivery of services or received triggerresponses. The fulfillment server 144 may be configured to deliver oneor more notifications on at least one of the client device 132 or thesecondary device 134 paired with the client device 132, in response tothe delivery of services or received trigger responses. Control passesto end.

FIG. 9 is a conceptual diagram that illustrates an example of a hardwareimplementation for the trigger management system of FIG. 1 that employsa processing system for delivery of different services through variousclient devices, in accordance with an exemplary embodiment of thedisclosure. In FIG. 9, the hardware implementation is shown by arepresentation 900 for the trigger management system 112 that employs aprocessing system 902 for management and delivery of services on adistribution network, in response to one or more event triggers, inaccordance with an exemplary embodiment of the disclosure, as describedherein. In some examples, the processing system 902 may comprise one ormore hardware processors 904, a non-transitory computer-readable medium906, the content recognizer 204, the trigger scheduler 206, the eventopportunity store 208, the fingerprinting system 120, and thewatermarking system 122.

In this example, the trigger management system 112 that employs theprocessing system 902 may be implemented with bus architecture,represented generally by a bus 908. The bus 908 may include any numberof interconnecting buses and bridges depending on the specificimplementation of the trigger management system 112 and the overalldesign constraints. The bus 908 links together various circuitsincluding the one or more processors, represented generally by thehardware processor 904, the non-transitory computer-readable media,represented generally by the non-transitory computer-readable medium906, the content recognizer 204, the trigger scheduler 206, the eventopportunity store 208, the fingerprinting system 120, and thewatermarking system 122 which may be configured to carry out one or moreoperations or methods described herein. A bus interface 910 renders aninterface between the bus 908 and a transceiver 912. The transceiver 912facilitates communication via the communication network 146 (FIG. 1)with various other apparatus, such as the content producer/primarydistributor 102, the client device 132, and the secondary device 134.

The hardware processor 904 may be configured to manage the bus 908 andgeneral processing, including the execution of a set of instructionsstored on the non-transitory computer-readable medium 906. The set ofinstructions, when executed by the hardware processor 904, causes thetrigger management system 112 to execute the various functions describedherein for any particular apparatus. The non-transitorycomputer-readable medium 906 may also be used for storing data that ismanipulated by the hardware processor 904 when executing the set ofinstructions. The non-transitory computer-readable medium 906 may alsobe configured to store data for one or more of the content recognizer204, the trigger scheduler 206, the event opportunity store 208, thefingerprinting system 120, and the watermarking system 122.

In an aspect of the disclosure, the hardware processor 904, thenon-transitory computer-readable medium 906, or a combination of bothmay be configured or otherwise specially programmed to execute theoperations or functionality of the content recognizer 204, the triggerscheduler 206, the event opportunity store 208, the fingerprintingsystem 120, and the watermarking system 122, or various other componentsdescribed herein. For example, the hardware processor 904, thenon-transitory computer-readable medium 906, or a combination of bothmay be configured or otherwise specially programmed to perform theoperations and functionality of the content recognizer 204, the triggerscheduler 206, the event opportunity store 208, the fingerprintingsystem 120, and the watermarking system 122 as described with respect toFIGS. 1, 2, 3, 4A, 4B, 5, 6, 7, 8A, 8B, 8C, 8D, and 8E.

The “OTT services” are services that allows at least one of the videoand interactive service provider 110 or the interactive service providerpartners 148 to render audio, video, and other media services (forexample, purchase, payment, social sharing, or reverse bidding onproducts advertised in advertisements) to a consumer over the internetvia streaming media, bypassing telecommunications, cable or broadcasttelevision service providers that traditionally act as a controller ordistributor of such content. Further, an entity that delivers the OTTservice may not own a distribution network through which the OTT serviceis delivered. In some cases, an entity that delivers the OTT service maypartially or completely own a distribution network through which the OTTservice is delivered. For example, an entity that delivers the OTTservice may deliver the OTT service through a network owned by adifferent service provider.

As utilized herein the terms “circuits” and “circuitry” refer tophysical electronic components (i.e. hardware) and any software and/orfirmware (“code”) which may configure the hardware, be executed by thehardware, and/or otherwise be associated with the hardware. As usedherein, for example, a particular processor and memory may comprise afirst “circuit” when executing first one or more lines of code and maycomprise a second “circuit” when executing second one or more lines ofcode. As utilized herein, “and/or” means any one or more of the items inthe list joined by “and/or”. As an example, “x and/or y” means anyelement of the three-element set {(x), (y), (x, y)}. As another example,“x, y, and/or z” means any element of the seven-element set {(x), (y),(z), (x, y), (x, z), (y, z), (x, y, z)}. As utilized herein, the term“exemplary” means serving as a non-limiting example, instance, orillustration. As utilized herein, the terms “e.g. and for example” setoff lists of one or more non-limiting examples, instances, orillustrations. As utilized herein, circuitry is “operable” to perform afunction whenever the circuitry comprises the necessary hardware andcode (if any is necessary) to perform the function, regardless ofwhether performance of the function is disabled, or not enabled, by someuser-configurable setting.

The terminology used herein is for the purpose of describing particularembodiments only and is not intended to be limiting of embodiments ofthe present disclosure. As used herein, the singular forms “a”, “an” and“the” are intended to include the plural forms as well, unless thecontext clearly indicates otherwise. It will be further understood thatthe terms “comprises”, “comprising,”, “includes” and/or “including”,when used herein, specify the presence of stated features, integers,steps, operations, elements, and/or components, but do not preclude thepresence or addition of one or more other features, integers, steps,operations, elements, components, and/or groups thereof.

Further, many embodiments are described in terms of sequences of actionsto be performed by, for example, elements of a computing device. It willbe recognized that various actions described herein can be performed byspecific circuits (e.g., application specific integrated circuits(ASICs)), by program instructions being executed by one or moreprocessors, or by a combination of both. Additionally, these sequence ofactions described herein can be considered to be embodied entirelywithin any non-transitory form of computer readable storage mediumhaving stored therein a corresponding set of computer instructions thatupon execution would cause an associated processor to perform thefunctionality described herein. Thus, the various aspects of the presentdisclosure may be embodied in a number of different forms, all of whichhave been contemplated to be within the scope of the claimed subjectmatter. In addition, for each of the embodiments described herein, thecorresponding form of any such embodiments may be described herein as,for example, “logic configured to” perform the described action.

Another embodiment of the present disclosure may provide anon-transitory machine and/or computer readable storage and/or media,having stored thereon, a machine code and/or a computer program havingat least one code section executable by a machine and/or a computer,thereby causing the machine and/or computer to perform the steps asdescribed herein to obtain a global workflow sequence.

The present disclosure may also be embedded in a computer programproduct, which comprises all the features enabling the implementation ofthe methods described herein, and which when loaded in a computer systemis able to carry out these methods. Computer program in the presentcontext means any expression, in any language, code or notation, of aset of instructions intended to cause a system having an informationprocessing capability to perform a particular function either directlyor after either or both of the following: a) conversion to anotherlanguage, code or notation; b) reproduction in a different materialform.

Further, those of skill in the art will appreciate that the variousillustrative logical blocks, modules, circuits, algorithm, and/or stepsdescribed in connection with the embodiments disclosed herein may beimplemented as electronic hardware, computer software, firmware, orcombinations thereof. To clearly illustrate this interchangeability ofhardware and software, various illustrative components, blocks, modules,circuits, and steps have been described above generally in terms oftheir functionality. Whether such functionality is implemented ashardware or software depends upon the particular application and designconstraints imposed on the overall system. Skilled artisans mayimplement the described functionality in varying ways for eachparticular application, but such implementation decisions should not beinterpreted as causing a departure from the scope of the presentdisclosure.

The methods, sequences and/or algorithms described in connection withthe embodiments disclosed herein may be embodied directly in firmware,hardware, in a software module executed by a processor, or in acombination thereof. A software module may reside in RAM memory, flashmemory, ROM memory, EPROM memory, EEPROM memory, registers, hard disk, aremovable disk, a CD-ROM, or any other form of storage medium known inthe art. An exemplary storage medium is coupled to the processor suchthat the processor can read information from, and write information to,the storage medium. In the alternative, the storage medium may beintegral to the processor.

While the present disclosure has been described with reference tocertain embodiments, it will be noted understood by, for example, thoseskilled in the art that various changes and modification could be madeand equivalents may be substituted without departing from the scope ofthe present disclosure as defined, for example, in the appended claims.In addition, many modifications may be made to adapt a particularsituation or material to the teachings of the present disclosure withoutdeparting from its scope. The functions, steps, and/or actions of themethod claims in accordance with the embodiments of the presentdisclosure described herein need not be performed in any particularorder. Furthermore, although elements of the present disclosure may bedescribed or claimed in the singular, the plural is contemplated unlesslimitation to the singular is explicitly stated. Therefore, it isintended that the present disclosure not be limited to the particularembodiment disclosed, but that the present disclosure will include allembodiments falling within the scope of the appended claims.

What is claimed is:
 1. A system, comprising: one or more processors in avideo and interactive service provider that handles delivery of aservice through a client device or a secondary device paired with theclient device, wherein the one or more processors are configured to:insert a plurality of trigger identifiers at a plurality of eventopportunities in media content that comprises programming media contentand non-programming media content, and wherein the plurality of eventopportunities corresponds to a plurality of candidate time intervals ina playback duration of the media content; and transmit a media stream ofthe media content to the client device, wherein the client devicecomprises a processor, wherein the processor is configured to: detectthe inserted plurality of trigger identifiers in the media content inthe playback duration of the media content at the client device; rendera plurality of overlay graphics on the media content within theplurality of candidate time intervals in the media content in responseto the detection of the inserted plurality of trigger identifiers;activate at least one of one or more input devices in a vicinity of theclient device or the rendered plurality of overlay graphics, wherein atleast one of the one or more input devices is paired with the clientdevice or the secondary device; receive one or more trigger responsesover an activated overlay graphic rendered on the media content in theplayback duration, via the activated one or more input devices; anddisplay an interactive view on the client device, to enable delivery ofat least one service in response to the received one or more triggerresponses, wherein the delivery of the at least one service is enabledat the client device in communication with a fulfillment server thatfulfills the delivery of the at least one service to increase a userengagement to select the at least one service.
 2. The system accordingto claim 1, wherein the one or more processors in the video andinteractive service provider are further configured to receive a requestfor analysis of the media content, wherein the request for the analysisis followed by an insertion of the plurality of trigger identifiers atthe plurality of event opportunities in the media content.
 3. The systemaccording to claim 1, wherein the one or more processors in the videoand interactive service provider are further configured to: fingerprintthe programming media content and the non-programming media content; andgenerate fingerprint information for the programming media content andthe non-programming media content, wherein the fingerprint informationcomprises at least one of acoustic fingerprint information and videofingerprint information for different segments of the programming mediacontent and the non-programming media content, and wherein the differentsegments comprises audio frames or image frames of the programming mediacontent and the non-programming media content.
 4. The system accordingto claim 1, wherein the one or more processors in the video andinteractive service provider are further configured to insert at leastone of a plurality of digital watermarks into an audio portion or avideo portion of the media content or a plurality of digitalfingerprints of the audio portion or the video portion of the mediacontent, at the plurality of event opportunities in the media content.5. The system according to claim 4, wherein the one or more processorsin the video and interactive service provider are further configured togenerate watermark information that comprises metadata for at least oneof an acoustic watermark or a video watermark inserted between differentfragments of the non-programming media content, wherein the generatedwatermark information corresponds to at least digital watermark insertedinto the audio portion or the video portion of the non-programming mediacontent.
 6. The system according to claim 4, wherein the processor inthe client device is further configured to detect at least one of theinserted plurality of digital watermarks or the plurality of digitalfingerprints in the playback duration of the media content through atleast one of the client device or the secondary device.
 7. The systemaccording to claim 6, wherein the detection is executed on at least oneof the client device or at a proxy server that operates, on behalf ofthe client device, as an intermediary server operating between theclient device and the video and interactive service provider.
 8. Thesystem according to claim 1, wherein each event opportunity of theplurality of event opportunities corresponds to a specified event in themedia content and the specified event corresponds to at least one ofstart credits, end credits, lull points, time-based marked regions,location-based marked regions, context-based marked regions, explicitscene start and end, and product placement opportunities, within themedia content.
 9. The system according to claim 1, wherein each triggeridentifier of the plurality of trigger identifiers is at least one ofSociety of Cable and Telecom Engineers (SCTE) 35 triggers, playlists,manifest tags, SCTE-104 triggers, Nielsen ID3 tags, inaudible beacons,image beacons, and data beacons.
 10. The system according to claim 1,wherein the processor in the client device is further configured to pairup the one or more input devices available in vicinity of the clientdevice or the secondary device paired with the client device, whereinthe one or more input devices are paired via at least one of a Bluetoothnetwork, a Wi-Fi network, an internet-based network, a wired localnetwork, and a wireless ad hoc network.
 11. The system according toclaim 1, wherein the input device is enabled with a virtual voiceassistant on at least one of the client device or the secondary device.12. The system according to claim 11, wherein the input device isenabled with the virtual voice assistant that is configured to activelywait and listen for a trigger identifier in an audio portion of themedia content.
 13. The system according to claim 11, the processor inthe client device is further configured to: instruct the virtual voiceassistant on the input device, to detect at least one beacon within theplayback duration of the media content; and facilitate a conversationwith a user associated with the client device, to receive a triggerresponse from the user, wherein the trigger response is received througha user's speech input.
 14. The system according to claim 1, wherein thenon-programming media content comprises promotional media content for atleast one of a product offering or a service offering, and wherein thepromotional media content comprises at least one of graphical content,textual content, video content, or animated content.
 15. The systemaccording to claim 1, wherein the at least one service comprises atleast one of a direct payment, a direct transaction, or a directnotification for selected at least one product offering or at least oneservice offering, and a direct update of the selected at least oneproduct offering or the at least one service offering on a shoppingcart, a personalized list, or a social platform.
 16. The systemaccording to claim 1, wherein the processor in the client device isfurther configured to execute a check to decide whether to activate atleast one of the paired one or more input devices from a set of inputdevices or the render plurality of overlay graphics.
 17. The systemaccording to claim 16, wherein the decision is based on the checkexecuted on a defined criteria, which is associated with records ofprevious service requests for the plurality of event opportunities onwhich the at least one service was delivered in past, wherein thedefined criteria comprises at least one of a user-defined constraint, aninventory constraint, and a specified threshold count of triggerresponses for a product offering or a service offering promoted by thenon-programming media content.
 18. The system according to claim 1, theone or more processors in the video and interactive service provider arefurther configured to instruct a delivery of at least one notificationon at least one of the client device or the secondary device paired withthe client device, in response to the received one or more triggerresponses.
 19. The system according to claim 1, wherein the one or moretrigger responses corresponds to one or more user interactions that arereceived based on at least one of a touch input, a gesture input, ahaptic input and a voice command input.
 20. A method, comprising: in asystem that includes a video and interactive service provider thathandles delivery of a service through a client device or a secondarydevice paired with the client device and the client device: inserting,by one or more processors of the video and interactive service provider,a plurality of trigger identifiers at a plurality of event opportunitiesin media content that comprises programming media content andnon-programming media content, and wherein the plurality of eventopportunities corresponds to a plurality of candidate time intervals ina playback duration of the media content; transmitting, by the one ormore processors, a media stream of the media content to the clientdevice; detecting, by a processor of the client device, the insertedplurality of trigger identifiers in the media content in the playbackduration of the media content at the client device; rendering, by theprocessor, a plurality of overlay graphics on the media content withinthe plurality of candidate time intervals in the media content inresponse to the detection of the inserted plurality of triggeridentifiers; activating, by the processor, at least one of one or moreinput devices in vicinity of the client device or the rendered pluralityof overlay graphics, wherein at least one of the one or more inputdevices is paired with the client device or the secondary device;receiving, by the processor, one or more trigger responses over anactivated overlay graphic rendered on the media content in the playbackduration, via the activated one or more input devices; and displaying,by the processor, an interactive view on the client device, to enabledelivery of at least one service in response to the received one or moretrigger responses, wherein the delivery of the at least one service isenabled at the client device in communication with a fulfillment serverthat fulfills the delivery of the at least one service to increase auser engagement to select the at least one service.